INTRODUCTION:

Domino's Pizza, Inc.

Domino's corporate headquarters in Ann Arbor, Michigan

Domino's Pizza, Inc., branded as Domino's, is an American multinational pizza restaurant

chain founded in 1960. The corporation is headquartered at the Domino's Farms Office Park
in Ann Arbor, Michigan,and incorporated in Delaware. In February 2018, the chain became
the largest pizza seller worldwide in terms of sales.

History

In 1960, Tom Monaghan and his brother, James, took over the operation of DomiNick's, an
existing location of a small pizza restaurant chain that had been owned by Dominick DiVarti,
at 507 Cross Street (now 301 West Cross Street) in Ypsilanti, Michigan, near Eastern
Michiga University.] The deal was secured by a $500 down payment, and the brothers
borrowed $900 to pay for the [Link] brothers planned to split the work hours evenly, but
James did not want to quit his job as a full-time postman to keep up with the demands of the
new business. Within eight months, James traded his half of the business to Tom for
the Volkswagen Beetle they used for pizza deliveries.
By 1965, Tom Monaghan had purchased two additional pizzerias; he now had a total of three
locations in the same county. Monaghan wanted the stores to share the same branding, but the
original owner forbade him from using the DomiNick's name. One day, an employee, Jim
Kennedy, returned from a pizza delivery and suggested the name "Domino's". Monaghan
immediately loved the idea and officially renamed the business Domino's Pizza, Inc. in 1965.

The company logo originally had three dots, representing the three stores in 1965. Monaghan
planned to add a new dot with the addition of every new store, but this idea quickly faded, as
Domino's experienced rapid growth.] Domino's Pizza opened its first franchise location in
1967 and by 1978, the company expanded to 200 stores. In 1975, Domino's faced a lawsuit
by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New
Orleans found in favor of Domino's Pizza.

COMPANY PROFILE

Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company. The
Company was incorporated in 1995 and initiated operations in 1996. The Company got listed
on the Indian bourses in February 2010. Mr. Shyam S. Bhartia, Mr. Hari S. Bhartia and
Jubilant Consumer Pvt. Ltd. (formerly Jubilant Fresh Pvt. Ltd.) are the Promoters of the
Company. The Company & its subsidiary operates Domino's Pizza brand with the exclusive
rights for India, Nepal, Bangladesh and Sri Lanka. The Company is market leader in the pizza
segment with a network of 1,249 Domino’s Pizza restaurants across 276 cities in India (as on
June 30, 2019).

The Company is the market leader in the organized pizza market in the pizza home delivery
segment in India, The Company has strengthened its portfolio by entering into an agreement
with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and
operating restaurants in India,

Over the period since 1996, Domino's Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional guest care and value for money
offerings. We have endeavored to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal
consumers from all our restaurants around the country.
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 guest 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 flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to our consumers has been an important
part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.

That's why, all our efforts, whether it is a new innovative and delicious product, offering
consumers value for money deals, great service, countrywide presence or the promise to
deliver in 30 minutes or free are all directed towards making relationships stronger, warmer
and more fun by giving consumers an opportunity to get together, catch up, reunite and spend
more time together.

Consumers can order their pizzas by calling the single Happiness Hotline number
18602100000 OR order online at Pizza Online.

International expansion

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada. That same year, Domino's opened its 100th store its first in Vancouver, Washington.
In 1985, the chain opened their first store in the United Kingdom in Luton. Also, in 1985,
Domino's opened their first store in Tokyo, Japan. In 1993, they became the second American
franchise to open in the Dominican Republic and the first one to open in Haiti, under the
direction of entrepreneur Luis de Jesús Rodríguez. By 1995, Domino's had expanded to 1,000
international locations. In 1997, Domino's opened its 1,500th international location, opening
seven stores in one day across five continents By 2014, the company had grown to 6,000
international locations and was planning to expand to pizza's birthplace, Italy; this was
achieved on October 5, 2015, in Milan, with their first Italian location. CEO Patrick Doyle, in
May 2014, said the company would concentrate on its delivery model there.
In February 2016, Domino's opened its 1,000th store in India.

In 1995, Domino's Pizza entered China through the Pizza Vest Fast Food Group, which also
owned the rights to operate Domino's Pizza in 11 Southeast Asian countries

Innovations

In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and
also rolled out its online and mobile ordering sites.[15] In 2008, Domino's introduced the Pizza
Tracker, an online application that allows customers to view the status of their order in a real
time progress bar.[36] The first Domino's with a dining room opened in Stephenville, Texas,
giving the customers the option to either eat in or take their pizza home. Since 2005, the
voice of Domino's Pizza's US phone ordering service has been Kevin Railsback.

In a 2009 survey of consumer taste preferences among national chains by Brand Keys,
Domino's was last — tied with Chuck E. Cheese's. In December that year, Domino's
announced plans to entirely reinvent its pizza. It began a self-critical ad campaign in which
consumers were filmed criticizing the then-current pizza's quality and chefs were shown
developing a new pizza. The new pizza was unveiled that same month. The following year,
2010 and Domino's 50th anniversary, the company hired J. Patrick Doyle as its new CEO and
experienced a 14.3% quarterly gain. While admitted not to endure, the success was described
by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a major fast-
food chain.

In 2011, Domino's launched a billboard advertising in New York's Times Square which

displayed real time comments from customers, including good, neutral and bad comments.

In 2015, Domino's unveiled a "pizza car" that can carry 80 pizzas, sides, 2-liter bottles of
soda, and dipping sauces. It also has a 140-degrees Fahrenheit oven on board and is more fuel
efficient than a standard delivery car. Officially named the Domino's DXP, the car is
a Chevrolet Spark customized by Roush Performance. Once each car reaches 100,000 miles,
it will be retired and returned to Roush, where it will be returned to stock form.

In 2016, Domino's cooperated with Starship Technologies and applied self-driving robots to

deliver pizzas in specific German and Dutch cities. In 2016, Domino's in New
Zealand delivered the world's first pizza delivery by unmanned aerial vehicle using the DRU
Drone by Flirety.
In February 2017, Domino's launched a wedding registry with gifts delivered in the form of
Domino's eGift cards. Domino's also worked with Gugu Guru to create a pizza-themed baby
registry. Customers have the option of signing up for Domino's pizza package to be served
for the event.

In June 2018, Domino's began repairing potholes in America as part of its "Paving for Pizza"
initiative to prevent its pizzas from being damaged in transit.

In June 2019, Domino's announced a partnership with robotics company, Nuro. The service is
slated to launch in Houston, Texas with Nuro's custom, self-driving vehicle, R2.

Change in ownership

In 1998, after 38 years of ownership, Domino's founder Tom Monaghan announced his
retirement, 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 Dave Brandon as its CEO.

Naming

In August 2012, Domino's Pizza changed their name to simply Domino's. At the same time,
Domino's introduced a new logo that removed the blue rectangle and text under the domino
in the logo, and changed the formerly all-red domino to be blue on the side with two dots and
red on the side with one [Link] was done because the company wanted to "expand" menu
choices rather than simply rely on their traditional pizza.

Products
 The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian-American main and side dishes. Pizza is the primary focus, with
traditional, specialty, and custom pizzas available in a variety of crust styles and toppings. In
2011, Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken and bread sides, 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 style of pizza crust in two sizes (12-inch and 16-inch), 11 toppings,
and Coca-Cola as the only soft drink option

The first menu expansion occured in 1989, with the debut of Domino's deep dish or pan
pizza. Its introduction followed market research showing that 40% of 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 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 fingers, 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
[Link]'s continued its move toward specialty pizzas in 2006, with the
introduction of its Brooklyn Style Pizza, featuring a thinner crust, cornmeal baked in to add
crispness, and larger slices that could be folded in the style of traditional New York-style
pizza.
 Domino's pizza with mushrooms and pineapple

Corporate governance

Domino's management is led by CEO Richard Allison. Previous chief executive Dave
Brandon remains Chairman. Among 11 executive vice presidents are Jeffrey Lawrence, CFO;
Tom Curtis, Team USA; Scott Hinshaw, Franchise Operations and Development; and Kevin
Morris, Genera [Link]'s operations are overseen by a board of directors led by
Brandon. Other members of the board are Allison, Andy Ballard, Andrew Balson, Diana
Cantor, Richard Federico, James Goldman, Corie Sue Barry and Patricia Lopez.

On July 1, 2018, Allison, the previous president of international business for Domino's,
replaced Doyle as CEO.

Advertising

In the late 1980s, Domino's was well known for its advertisements featuring a character
called the Noid, created by Group 243 Inc. who hired Will Vinton Studios to produce the
television commercials that featured the character. The catchphrase associated with the
commercials was "Avoid the Noid." The Noid was discontinued after Kenneth Lamar Noid,
believing the mascot to be an imitation of him, held two Domino's employees hostage in
Chamblee, Georgia. The employees escaped while Noid ate a pizza he had ordered. Noid was
eventually diagnosed with paranoid schizophrenia and acquitted due to insanity, and later
committed suicide. The Noid was briefly brought back for a week in 2011 in an arcade-style
game on the Domino's Facebook page. The person with the top score received a coupon for a
free pizza.
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
scrapped the idea and never promoted it. The redemption code to receive the pizzas was
never deactivated, however, and resulted in the free giveaway of the pizzas across the United
States after someone discovered the promotion on the website by typing in the word "bailout"
as the redemption code and then shared it with others on the Internet. Domino's deactivated
the code on the morning of March 31, 2009, and promised to reimburse store owners for the
pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie

Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR
for a multi-year partnership to become the "Official Pizza of NASCAR." Domino's also
sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in
the NASCAR Sprint Cup Series.

RESEARCH METHODOLOGY:

Meaning of Research

Research is common parlance refers to a search for knowledge. Once can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation. A careful investigation or inquiry specially
through search for new facts in any branch of knowledge.

(i) To gain familiarity with a phenomenon or to achieve new insights into it

 (ii) (ii) To portray accurately the characteristics of a particular individual, situation or
a group

(iii) (iii)To determine the frequency with which something occurs or with which it is
associated with something else.

(iv) (iv)To test a hypothesis of a causal relationship between variables.

OBJECTIVES

 To know about customer satisfaction of domino’s pizza.

 To know the customer satisfaction in pricing factors

 To know about the customer satisfaction level of customers regarding the domino’s
pizza.

HYPOTHESIS

 Customers are satisfied by the domino’s pizza

 Customers are not satisfied of the domino’s pizza

RESEARCH DESIGN

The research design is the specification of the method and procedure for acquiring (getting)
the information needed to solve the problem

The research design followed for this research study is descriptive research design, where we
find a solution to an existing problem. The descriptive research is used to depict the present
state of affairs of the business condition.

METHOD OF DATA COLLECTION

The data needed for the research study were collected by two sources primary data and
secondary data.

PRIMARY DATA

The first data is to gather information from the dominos pizza outlet. This was done by
visiting the pizza [Link] a questionnaire was prepared was to gather data from the
sample population.
SECONDARY DATA

Sources of secondary data include journals, websites, etc. all this helped in authenticating the
kind of information obtained from our primary sources and thus helped to get a very
objective view of the study.

SCOPE OF THE STUDY

The area of study is limited to the segment selected within Chennai. This study is mainly
confined to the customer satisfaction only.

SAMPLING

A fine subset of the population, selected from it with the objectives of investigating its
properties is called a sample and the number of unit in thesample is known as sample size.
Sampling is a tool which enables us to drawconclusion about the characteristics of the
population after studying onlythose subjects or items that are included in the sample. In
sampling methodonly few units of the population is considered. The choice of an
appropriatesampling design is of keeping in view the objectives and scope of theenquiry and
the type of the universe to be sampled

Sampling Techniques:

 Random sampling
 Non random sampling

Random Sampling:

A random sampling is done in such a way that each member of the universe has a change of
being selected, which enables statistics procedures to be used under the result to estimate
sampling.

Non Random Sampling:

In the non-random sampling the chance of any particular unit in the population being selected
is unknown. The judgments sampling method under non-random sampling method was
adopted for the study with a sample size of 100 respondents, which are chosen in a judgment
manner from the customer. In this method a designed number of sample unit is selected
deliberately or purposely depending upon the objectives of the enquirer so that only the
important items representing the true characteristics of the population are included in the
sample.
Area Of Sampling-

In this study primary data plays a vital role. The process of choosing the correct number of
respondents is nothing but sampling procedure.

Sampling area: Kamote City

Sampling Size-

100 is the number of items to be selected from the universe to constitute the sample. The
method used here is random sampling and on- the spot sampling, where the samples are
selected without considering any particular quality.

Sample Method-

Random Sampling

LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also suffers from
certain limitations. Some of them are as follows:

 Scope of project is limited in the sense that only Dominos has been taken for
consumer research.
 The extent of the survey was Bangalore only. So the suggestions or arguments given
in the report may not hold true for other locations in India.
 Questionnaire method involves some uncertainty of response. Co-operation on the
part of informants, in some cases, was difficult to presume.
 Because of time constraints and reserve constraints, a mix of convenient sampling
and judgment (Probability & Random) sampling was used.
 Also because of above mentioned constraints, the sample size chosen for the
survey was 100 people.
 It is possible that the information supplied by the informants may be incorrect.

Consumer Satisfaction through Four P’s of Marketing Mix

Marketing Mix:
Marketing Mix refers to the ingredients
or the tools or the variable which the
marketer mixes in order to interact with
a particular market. According to Philip
Kotler, “Marketing Mix is a set of
marketing tools that the firm uses to
pursue its marketing objectives in the
target market.”

Marketing mix is a term used to

describe the combination of the four
inputs which constitute the core of a company’s marketing system: the product; the price
structure; the promotional activities, and the distribution system.

Marketing mix represents the total marketing program of a firm. It involves decisions with
regard to product, price, place and promotion. Marketing mix is a b lending of decisions in
the 4 P’s. Four major ingredients of marketing mix are:

1. Product-

A product is any good or service that consumers want. It is a bundle of utilities or a cluster of
tangible and intangible attributes. Product component of the marketing mix involves
planning, developing and producing the right type of products and services. It deals with the
dimensions of product line, durability and other qualities. The total product should be such
that it really satisfies the needs of the target market. In short, product mix requires decisions
with regard to:

a) Size and weight of the product

b) Quality of the product
c) Design of the product
d) Volume of output
e) Brand name
f) Packaging
g) Product range
h) Product testing
2. Price-

Price is an important factor affecting the success of a firm. Pricing decisions and
policies have a direct influence on sales volume and profits of business. Price is,
therefore, an important element in the marketing mix. In practice, it is very difficult to fix the
right price. Right price can be determined through pricing research and test marketing. A lot
of exercise and innovation is required to determine the price that will enable the firm to
sell its products successfully. Demand, cost, competition, government regulation, etc. are
the vital factors that must be taken into consideration in the determination of the price.

Price mix involves decisions regarding base price, discounts, allowances, fright payment,
credit, etc.

3. Promotion-

Promotion component of the marketing mix is concerned with bringing products to

the knowledge of customers and persuading them to buy. It is the function of informing
and influencing the customer. Promotion mix involves decisions with respect to
advertising, personal selling and sales promotion. All these techniques help to promote the
sale of products and to fight the competition in the market.

No single method of promotion is effective alone and, therefore, a promotional

campaign usually involves a combination of two or more promotional methods.
Growing competition and widening market have made simultaneous use of more than
one promotional method all the more necessary. Combination of two or more methods in a
single promotional campaign requires an effective blending of promotional inputs so as to
optimize the expenditure on each. There is no one ideal product, type of customers, the
promotion budget, stage of demand, etc. should be taken into consideration.

4. Place (Distribution)-

This element of marketing mix involves a choice of the place where the products are
to be displayed and made available to the customers. It is concerned with decisions relating
to the wholesale and retail outlets or channels of distribution. The objective of selecting and
managing trade channels is to provide the products to the right customer at the right time and
place on a continuing basis. In deciding where and through whom to sell, management should
consider where the customer wants the goods to be available. A manufacturer may distribute
his goods through his own outlets or he may employ wholesalers and retailers for
this purpose. Irrespective of the channel used management must continuously evaluate
channel performance and make changes whenever performance falls short of expected
targets. In addition, management must develop a physical distribution system for
handling and transporting the products through the selected channels. In the
determination of distribution mix or marketing logistics, a firm has to make decision
with regard to the mode of transporting of goods to middle -men, use of company vehicles
or both.

Four P’s in Domino’s Pizza India Limited

1. Product Mix-

As explained earlier Product mix deals with the dimensions of product line, quality
and design of the product, its packaging, brand name, product range, etc.

In this section we will study the product mix of Dominos Product line of Dominos includes
the products offered for sale, i.e. the range of food products offered to the customers.

The product breadth or number of products offered by Dominos can be classified as:

 Vegetarian products
 Non vegetarian products
 Beverages
 Deserts

Vegetarian Products: Non-Vegetarian Products:

o Veg. Cheese Pizza o Simply Chicken Pizza
o Veg. Onion Pizza o Non-Veg. I
o Feast Pizza o Non-Veg. II
Beverages: Desserts:
o Cold Coffee o Soft serve cone
o Hot serves o Choco lava cake
o Soft drinks
o Shakes
All this shows the wide product range of Dominos. Besides that the quality of Dominos
according to the survey and general findings, is consistent throughout the life of the product.

That's how Domino’s plan their product range. Food quality is key at Dominos. That’s why
they take pride in the foods they serve and your family. We seek out fresh lettuce and
tomatoes, quality buns and potatoes, select poultry and fish and wholesome dairy products.
Despite extensive and meticulous quality tests at the supplier end, all products are
once again carefully scrutinized at the restaurant. Our immaculate standards of quality allow
for nothing but the best to reach your tray.

Cold Chain: The term Cold Chain describes the network for the procurement,
warehousing, transportation and retailing of food products under controlled
temperatures.

Trikaya Agriculture - Supplier of Iceberg Lettuce:

Implementation of advanced agricultural practices has enabled Trikaya to successfully grow

specialty crops like iceberg lettuce, special herbs and many oriental vegetables. A
specialized nursery with a team of agricultural experts.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of
products:

A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed
Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods- separate
processing line for chicken and vegetable foods.
Dynamix Diary - Supplier of Cheese:

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a

network of milk collection centers equipped with bulk coolers. Easy accessibility has
enabled farmers augment their income by finding a new market for surplus milk

Product strategies:

In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its
products and product mix to the changing needs and targets of the market. This matching of
products to the requirements of competition and buyers is known as product strategy.

Some of the important product strategies, which firms adopt, are as follows:

1) Limited Line Strategy: This refers to the offering of one product or a small
number of products to cater specific market. The main benefit of this strategy is low
cost of operations. However, it cannot meet the requirements of different types of
customers in different markets.
2) Full Line Strategy: This Ids also known as broad line strategy, it implies the
offering of a large number of products to meet the requirements of different customers
in different markets.
3) Trading up and trading down: These are alternate or opposite strategies for
expanding the product mix. Trading up implies addition of some higher priced
products to the existing product line of lowered priced products for improving the
sales of old products. Trading down refers to the addition of lower-priced
products to the existing higher priced product to boost total sales.

2. Price Mix-

Price is the key element of marketing mix because it relates directly to the generation of total
revenue. The term pricing policy refers to a systematic approach to pricing of different
products in different markets to evolve an appropriate pattern of prices in the long run.
It is the plan defining the initial pr ice range and the planned price movements through
time that the firm will use to achieve its marketing objectives. Pricing policy includes
not only the determination of base prices but also the terms and conditions of sale.

Company pricing policies:

The price must be consistent with company pricing policies. Many companies set up a pricing
department to develop policies and establish or approve decisions. The aim is to ensure that
the salespeople quote prices that are reasonable to customers and profitable to the company.

Now-a-days, most companies follow buyer based pricing. They are basing their prices on the
Product’s perceived value. They see buyers perception of value, not the seller’s cost, as the
key to pricing. The company using perceived-value pricing must establish the value in
the buyers’ mind concerning different competitive offers.

Dominos began with skimming prices, i.e. setting a very high price for a new product initially
and to reduce the price gradually as competitors enter the market. The initial high price serves
to skim the cream of the market, that is, relatively insensitive to price. This approach to
pricing is, in effect, an experimental search for the right price and it may result in a market-
determined price. This method starts with a high price and moves the price downward by
steps until the right price is reached. Initially Dominos charged high price than what is being
charged now. But now it introduces new schemes for value of money.

3. Place Mix (Distribution)-

This element of marketing mix involves a choice of the place where the products are
to be displayed and made available to the customers. It is concerned with decisions
relating to the wholesale and retail outlets or channels of distribution. The objective of
selecting and managing trade channels is to provide the products to the right customer at the
right time and place on a continuing basis.

Dominos distribution centers are wide, located in every area of India. Dominos has Dine-in
restaurant, Drive-Thru. Dominos has 122 restaurants in India of which 72 are in north &
east India and 50 in west & south India:-

o 72 restaurants in North & East India:

 32 in Delhi
 20 in Uttar Pradesh - Noida (4), Ghaziabad (4), Mathura (1) (Highway and
Drive Thru)
  Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)
 10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive -
Thru), Gurgaon (4)
 Karnal (1) (Highway and Drive - Thru), Panipat (1)
 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and
Drive - Thru)
 Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)
 2 in Rajasthan - Jaipur (2)
 1 in Uttaranchal - Dehradun (1)
o 50 in west and south India:
 30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1)
 7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1)
 6 in Karnataka - Bangalore(6)
 4 in Andhra Pradesh - Hyderabad (4)
 3 in Madhya Pradesh - Indore (3)

For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings,
and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi,
Managing Director, domino’s India.

The new outlets will be a combination of highway restaurants, outlets at railway

stations, at shopping malls and Cineplex, besides at residential areas with significant
footfalls. India recently won the tender for setting up an outlet each at railway
stations in Mumbai and Jaipur. In Delhi, the chain will mark its presence through an
outlet at the ambitious Delhi Metro Rail Corporation project, expected to be
operational by year-end. And if all goes according to plan, another dominos outlet
could come up at Delhi's Nizammuddin railway station.

The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin
operating shortly. The chain’s other three highway restaurants are located on the Delhi-Agra
highway, the Delhi- Ludhiana highway and the Mumbai-Pune highway.

4. Promotion Mix-
Promotion is a process of communication with the potential buyers involving
information, persuasion and influence. It includes all types of personal or impersonal
communication with customers and intermediaries.

Promotion mix refers to the combination of various promotional tools used by a business firm
to create, maintain and increase demand. It involves an appropriate integration of advertising,
personal selling, sales promotion and publicity.
LITERATURE REVIEW

A consumer’s perceptual experience of quality degrees has long been a focal point for
marketing literature research. For illustration. the consumer’s judgement refering an entity’s
overall degree of excellence or high quality has been used as a measuring of sensed quality.
Objective steps of quality. measured by elements such as the “conformance to requirements”
or “freedom from deficiencies” have been defined as the footing for quality appraisal.
However. these nonsubjective steps are hard to interpret into methods for measuring service (
as opposed to merchandise ) quality.

This trouble led to the development of ServQual. intended to measure user perceptual
experiences of quality in a service environment.

From the methodological point of position: Respondents fatigue at holding to rate all service
attributes twice. They besides tend to rate most dimensions as being extremely of import.
since they are unable to separate between facets that are really and highly of import
Respondents may construe the outlook / importance inquiries in different ways.

[ Parasuraman. Zeithaml and Berry ( 1988 ) “SERVQUAL: A Multiple-Item Scale for

Measuring Consumer Perceptions of Service Quality. ” Journal of Retailing ( 64. 1 ) 12-37 ]
developed the original 22 point ServQual graduated table with inquiries intended to measure
five specific dimensions ( tangibles. dependability. reactivity. confidence. and empathy ) .
[ Parasuraman et Al. ( 1985 ) ] place the 10 nucleus constituents of service quality as
dependability ( consistent public presentation and dependableness ) . reactivity
( willingness/readiness to function ) . competency ( possessing cognition and
accomplishments ) . entree ( accessibility and easiness of contact ) . courtesy ( niceness.
consideration and friendliness of staff ) . communicating ( updating and listening to clients ) .
credibleness ( trusty and reputable. with client involvements at bosom ) . security ( freedom
from danger and hazard ) . client cognition ( understanding demands and individualized
attending ) . every bit good as tangibles ( installations and physical characteristics ) . The
ServQual instrument utilizes a “gap ( or difference ) [ Carman. James M. ( 1990 ) “Consumer
Perceptions of Service Quality ] : score” ] analysis methodological analysis. wherein the
user’s outlooks for service quality are assessed at the same clip as the user’s perceptual
experience of the existent system public presentation. The difference between these two tonss
( public presentation minus outlook ) is used as the footing of analysis.

Multiple Marketing-oriented research workers have identified factor stableness as a job for
the ServQual instrument’s appraisal of service quality. At least two surveies have found
grounds that ServQual represents a one-dimensional theoretical account. [ Charles W. Lamb.
( 1991 ) “An Evaluation of the ServQual Scales in a Retailing Setting”. ] A 1993 survey
concluded that the performance-only component of ServQual ( referred to as ServPerf )
“performs about every bit good as ServQual itself” . The writers found that “Overall. the
nomological cogency grounds slightly favors the non-difference mark step to the ServQual
measure” .

Concerns ABOUT SERVQUAL’S UNDERLYING [Link] of the purposes of

this survey involves the usage of SERVQUAL instrument in order to determine any existent
or perceived spreads between client outlooks and perceptual experiences of the service
offered. Another purpose of this paper is to indicate out how direction of service betterment
can go more logical and integrated with regard to the prioritized service quality dimensions
and their fondnesss on increasing/decreasing service quality spreads. In the followers. after a
brief reappraisal of the service quality construct. the theoretical account of service quality
spreads and the SERVQUAL methodological analysis is demonstrated and an illustration is
presented to nail the application of the SERVQUAL attack. Then. after a treatment. major
decisions are derived.

The point ( the figure and dimensions of service quality vary depending on the context and
civilization involved ) is of peculiar concern when measuring service quality in developing
states. For illustration. [ Imrie et Al. ( 2002 ) ] highlight interpersonal dealingss as a
dimension of import to Chinese clients non adequately addressed by SERVQUAL.
[ Sureshchandar et Al. ( 2003 ) ] emphasis the significance of technological and human
factors with bank clients in India. Other surveies such as [ Angur et Al. ( 1999 ) and Wang et
Al. ( 2003 ) ] have besides found the SERVQUAL dimensions to be unequal in that they do
non to the full depict the service standards of import to clients of emerging markets.
DATA ANALYSIS

is a process of inspecting, cleansing, transforming and modeling data with the goal of

discovering useful information, informing conclusion and supporting decision-making. Data
analysis has multiple facets and approaches, encompassing diverse techniques under a variety
of names, and is used in different business, science, and social science domains. In today's
business world, data analysis plays a role in making decisions more scientific and helping
businesses operate more effectively

MARKETS INSIDER DOMINO'S PIZZA INC. CHART

ANALYSIS TOOL
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Perform technical analysis for Domino's Pizza Inc. stock. Compare stocks with the Domino's
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candlestick, line charts options too
 DRAW CHART
.
 Analysis of Questionnaire

[Link]?

Serial No. Gender NO. of respondents % of respondents

1 Male 67 65%
2 Female 33 32%
3 Prefer not to say 3 2.9%

Interpretation:

From above pie diagram we came to know that 65% respondents are male , 32% are female
respondents and 2.9% would prefer not say.

2. Age?
 Serial No. Age NO. of respondents % of respondents
1 15-20 23 22.5%
2 20-30 56 54.9%
3 30-40 7 6.9%
4 15-25 16 15.7%

Interpretation:

From above pie diagram we came to know that 25.5% respondents are age of up to15-
20,54.9% of the respondents are age of 20-30,15.7% of respondents are of age up to 15-25,
6.9% of the respondents are of age upto 30-40

[Link]?
 Serial No. Occupation No. of respondents % of respondents
1 Student 48 46.2%
2 Executive 4 3.8%
3 Teacher 15 14.4%
4 Self Employed 37 35.6%

Interpretation:

From above pie diagram we came to know that 14.4% respondents are teacher,35.6% of the
respondents are self employed,46.2% of respondents are student, 3.8% of the respondents are
executive.

[Link] you feel difficulties while placing order directly?

 Serial No. particular No. of respondents % of respondents
1 Strongly agree 11 46.2%
2 agree 16 3.8%
3 Neither agree or 64 14.4%

disagre
4 disagree 12 35.6%
5 Strongly disagree 4 3.7%

Interpretation:

From above pie diagram we came to know that 10.3% of respondents strongly agree,15% of
the respondents agree,59.8% of respondents neither agree nor disagree,11.2% of the
respondents disagree,3.7% of respondents strongly disagree.

5. Rate Dominos for keeping its promise?

 Serial No. particular No. of respondents % of respondents
1 Extremely satisfied 18 16.8%
2 satisfied 54 50.5%
3 Neither satisfied nor 13 28%

dissatisfied
4 dissatisfied 3 2.8%
5 Extremely dissatisfied 3 1.9%

Interpretation:

From above pie diagram we came to know that 16.8% of respondents are extremely
satisfied,50.5% of the respondents are satisfied,28% of respondents are neither satisfied nor
dissatisfied,2.8% of the respondents are dissatisfied,1.9% of respondents are extremely
dissatisfied.

6. Rate Dominos for its “30 minutes nahi to free” campaign?

 Serial No. particular No. of respondents % of respondents
1 Extremely satisfied 15 14.2%
2 satisfied 35 33%
3 Neither satisfied nor 48 45.3%

dissatisfied
4 dissatisfied 7 6.6%
5 Extremely dissatisfied 1 0.9%

Interpretation:

From above pie diagram we came to know that 14.2% of respondents are extremely
satisfied,33% of the respondents are satisfied,45.3% of respondents are neither satisfied nor
dissatisfied,6.6% of the respondents are dissatisfied,0.9% of respondents are extremely
dissatisfied.

[Link] you satisfied by the services provide by the Dominos?

 Serial No. particular No. of respondents % of respondents
1 Strongly agree 20 19%
2 agree 50 47.6%
3 Neither agree nor 32 20%

disagree
4 disagree 2 1.9%
5 Strongly disagree 1 1%

Interpretation:

From above pie diagram we came to know that 19% of respondents strongly agree,47.6% of
the respondents agree,30.5% of respondents neither agree nor disagree,1.9% of the
respondents disagree,1% of respondents strongly disagree.

[Link] Dominos always gives value for money?

 Serial No. particular No. of respondents % of respondents
1 Extremely satisfied 17 16%
2 satisfied 41 38.4%
3 Neither satisfied nor 43 40.6%

dissatisfied
4 dissatisfied 4 3.8%
5 Extremely dissatisfied 1 0.9%

Interpretation:

From above pie diagram we came to know that 16% of respondents are extremely
satisfied,38.7% of the respondents are satisfied,40.6% of respondents are neither satisfied nor
dissatisfied,3.8% of the respondents are dissatisfied,0.9% of respondents are extremely
dissatisfied.

9. Does Dominos delivers pizzas within reasonable time period?

 Serial No. particular No. of respondents % of respondents
1 Extremely satisfied 21 20.8%
2 satisfied 51 50.5%
3 Neither satisfied nor 27 26.7%

dissatisfied
4 dissatisfied 2 2%
5 Extremely dissatisfied 0 0%

Interpretation:

From above pie diagram we came to know that 20.8% of respondents are extremely
satisfied,50.5% of the respondents are satisfied,26.7% of respondents are neither satisfied nor
dissatisfied,2% of the respondents are dissatisfied,0% of respondents are extremely
dissatisfied.

10. Rate Dominos for its quality of the pizzas?

 Serial No. particular No. of respondents % of respondents
1 Extremely satisfied 20 18.5%
2 satisfied 70 64.8%
3 Neither satisfied nor 12 11.1%

dissatisfied
4 dissatisfied 5 4.6%
5 Extremely dissatisfied 1 0.9%

Interpretation:

From above pie diagram we came to know that 18.5% of respondents are extremely
satisfied,64.8% of the respondents are satisfied,11.1% of respondents are neither satisfied nor
dissatisfied,4.6% of the respondents are dissatisfied,0.9% of respondents are extremely
dissatisfied.

CHAPTER 5 :-
SUGGESTION & CONCLUSION

The suggestion to Dominos is to:

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like burgers.

3. Include more promotional and advertising measures to increase its sales or to increase its

market share.

4. They Should also freeze their Ice Creams at higher Temperature so that it does not get

melted so early.

5. 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.

6. One Thing more Dominos should start is giving Customized waiter Services instead of

Self Services.

7. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

The Conclusion to Dominos is to:

 Going through the analysis of response from the survey conducted, it is concluded that
Dominos is able to be and retain at top among all the fast food chains like Nirula’s, Subway
and Burger King,Sbarro.
 Dominos is also preferred over DOMINO’S PIZZA, McDonald’s and KFC.
  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 section 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.
 Dominos 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

Take away and dine-in:

First of all, most of the customers who wish to take away have the priority to get the food
faster than those who want to have meals in the Domino’s Pizza restaurant. This can be
proved by the faster receiving of ordered food by those customers who came late and ordered
take away food than those who came earlier and ordered dine-in food. According to the result
I obtained, 19 minutes was the longest waiting time for the customer who tends to dine-in,
whereas 12 minutes was the longest waiting time for the customer who wishes to take away.
Besides, customers are more likely to take away their foods as compared with dine in the
Domino's Pizza.

Management of kitchen insider and cashier:

Secondly, Domino’s Pizza has a well-organised management structure in assigning insiders
for different tasks. Kitchen insiders of Domino’s Pizza play important roles in packaging,
receiving delivery call, cooking, tossing the dough into a pizza by hand, putting the topping
and sauces, and also operating all the machines. The hourly total sales of pizzas and side
orders which are sold at order counter will be recorded down every day.

FINDING

 DOMINO’S PIZZA are the world's largest user of cheese, one of their secret recipes
is the Insider pizza and that alone uses a pound of cheese on each pizza. Over the
course of a summer, it is estimated that DOMINO’S PIZZA uses a 100 million
 pounds of cheese. DOMINO’S PIZZA uses more than 300 million pounds of cheese
annually.
 To make that amount of cheese requires 360 million gallons of milk.
 DOMINO’S PIZZA purchases more than 3 percent of all cheese production in the
United States, which requires a herd of about170,000 dairy cows to produce it.
 They also use 700.000.000 pounds of pepperoni and525.000.000 pound of
tomatoes in one year.
 Ringo Starr (the drummer of the Beatles) played in a DOMINO’S PIZZA commercial
in 1995, together with The Monkees.
 Gorbachev (the former president of the USSR) also played in a DOMINO’S PIZZA
commercial.
 In 2001 DOMINO’S PIZZA sponsored a pizza delivery to the international space
station.
 One of the bad guys in the movie Spaceballs is called Pizza the Hutt.
The oldest DOMINO’S PIZZA that is still functional is in Wichita, Kansas

CHAPTER 6 :-
BIBLOGRAPHY
QUESTIONAIRE: