Principles Of Marketing

Assignment

BY-Shrayansh Jaiswal
Sec-5F
A2079818077
BA(J&MC)
Domino’s Marketing Environment
Background

Domino’s is a Global Pizza ordering brand that has its

own network of stores or franchises around the globe.
It is a recognized brand and has made its own position
as a pizza delivery brand and fast food franchise in
India and the globe. It was first founded in 1960 in the
United States whereas the first store in India was
launched in 1996 in New Delhi. They are known for
their impeccable quality Pizzas and sides. It comes
under retail industry.

Current scenario

Domino’s Pizza Inc. is spread around the globe in 85

markets and is also one of largest pizza restaurant in
world with more than 14,800 locations. The company
works in form of large network of franchise and
company-owned stores. The company average sales
are 2.5 million pizza unit each day (Dominos Annual
Report 2017, 2018).
Domino’s through its business model works upon
handcrafting its product and serve the quality food at
competitive price. With efficient technology,
innovations and resources at place the company
focuses on providing the customer with good service
experience.

Marketing Environment

Domino’s pizza is considered to be world’s most

renowned company around the globe. Domino’s offer
both, delivery from door to door as well as take away
from store. Currently Domino’s pizza chain is expanded
over 8000 store around the world. Domino’s fulfils
customer’s yearning for Italian American food through
its treasure of fresh ingredients and by offering wide
variety of options in the menu.

PEST (Political, Economic, Social and Technological)

i. POLITICAL ISSUES:
Political issues include regulatory frame work operating
in judicial system which may distress the business in
diverse ways. In UK, there isn’t as such factors that
might embrace domino’s business. While factors like,
laws on business employment, pollution and taxation
apply on the organization which it should follow
according to rules.
ii. ECONOMIC FACTORS:
If the county’s economy is better so the GDP of the
country will be good, it is the initiative for business as
the per capita income increases people will spend
more money. According to domino’s survey, it came to
know that mostly people spend more and visit more
often, during or start in on of months. Moreover, rise
in inflation rate, leads to increment of cost of raw
material which also leads towards higher prices for
goods and vice versa
iii. SOCIAL FACTORS:
Domino’s is a multinational and it is basically
inaugurated from America, therefore, the organization
is snowed under by domino’s western culture. There
are different social forms of society which consists of,
upper class, middle class, middle upper class, and
lower class. Moreover, every single nation, state has
their own cultural norms, beliefs, religion, values which
might affect the organization world-wide.
iv. TECHNOLOGICAL FACTORS:
At the present time, technology is improving, so as
baking and heating ovens will be of new and efficient
technology and will provide efficient service. Due to
these innovative technologies there are many latest
ways of publicizing likewise, through internet;
telemarketing through which organization can
advertise their products in much more rapidly than
ever before. Computer based customer data that is
MIS (managing information system) helps in collecting
customer data, daily transactions, future forecasting
and decision making. New vehicles will make their
service more efficient

Strategies used by Domino’s

Technological Changes

The company has invested heavily in digital technology

recently, building out its delivery service and bolstering
its point-of-sale and supply chain systems. Richard E.
Allison Jr., chief executive officer at Domino’s Pizza,
said the investments have been a game changer for the
company, which now generates 65% of its sales
through digital channels.
Online Ordering
Just 11 years after launching Dominos.com, the
company was the first major pizza chain to
introduce online and mobile ordering. By 2012, its
online ordering app was available on 80% of
smartphones; now it’s available on 95%. In 2013, the
company also added Pizza Profiles, which allows
customers to save their pizza favourites inside the app,
and voice ordering for iPhone and Android came along
in 2014. By 2016, Zero-Click ordering meant that
customers no longer had to lift a finger to get a pizza —
they simply opened the app, and a 10-second
countdown for pizza began.

Domino’s Tracker
Ahead of its time, the revolutionary Domino’s Tracker
debuted in 2008, allowing customers to follow the
progress of their online order from the time they
clicked “place order” until the pizza arrived at their
home, thus eliminating the age-old question, “Where’s
my pizza?”

Social and environmental benefit
The unique boxes are an essential part of every
Domino’s pizza delivery experience. They feature
trimmed corners, thus reducing cardboard usage and
are made from ethically sourced, responsible
materials. Although the amount of material reduced on
each box is small, this actually results in a huge
decrease in their carbon footprint due to the millions
of boxes used each day.
The pizza box innovation emerged naturally over the
years, as sustainability and maximizing business
efficiency are at the forefront of Domino’s strategies.
“The boxes have been an ongoing process where they
evolve from year to year. It started with management
realizing there was not only money to save but also a
[more] eco-friendly way to service customers”. 
No specific worker was behind this initiative but
instead a team is constantly working to evolve the
product and better it over time. They have come at the
pizza box from all angles, looking at lowering the
heights, cutting the corners, different shapes, all while
retaining as much heat as possible”.

Aggressive Expansion to 1,000+ Stores

Domino's has been expanding their store count in India

for 10 years. With 1,000+ stores they have passed the
United Kingdom to become Domino's 2nd biggest
market. The U.S. is the biggest with 5,000+ stores.
They are growing so fast 1 out of every 7 stores
Domino's builds is in India.
Jubilant Foods, who owns the rights to Domino's in
India, is planning to build 150 stores every year till
2020.

Localized Recipes for the Indian Palette

India has many styles of foods and spices throughout

the country. Domino's has customized their menu to
every walk of life in India.
They have especially catered to the vegetarians who
make up 56% of India. To compare, the United States
only has 3.2% of the population listed as vegetarian.
3 out of 4 of the most popular pizza's in India are
vegetarian.

Good Pizza with a Low Price

Domino's India focuses on the high quality of their

pizza but also have the lowest priced Domino's on the
planet.
This pricing is helping them be the goto pizza delivery
in the country. Pizza in India is almost a full $4 USD
cheaper than the other popular Domino's markets.

They are the Fan Favourite on Social Media

According to a study done by Digital Insights Domino's

has 5 times the engagement compared other Pizza QSR
brands.
Domino's is posting more, getting more comments,
replying more and doing other engagement strategies.
You can tell they have a social strategy and are
executing it to their advantage.
Pizza + India = Existing Culture
In hindsight, you wonder how India didn't invent Pizza
themselves.
Indians already eat with their hands and love
communal meals they can share. It can have meat or
be vegetarian.
Pizza almost looks engineered for India when you keep
these aspects of the culture in mind.
Pizza is just natural for Indians.

30 Minutes or Free

Fast is a big deal in India.

If you can do something fast it is a big competitive
advantage.
Domino's has a 30 minutes or it’s free delivery
guarantee. They have seen a lot of press for being able
to do this. They will even sometimes turn down
business if delivery times too long.

Focus on Mobile Ordering

Domino’s Pizza focuses on innovation with a mobile
first mind-set in India. Most Indians will ONLY ever
access the internet with their mobile phone.

Analysis

Currently Domino’s is the market leader in providing

wide range of pizzas, in a manner that there is no
competitor in this sector. There admirable image has
made the organization more worth full. Moreover,
Domino’s is render pleasing taste, quality products
with qualified staff, splendid ambience and hygienic
surroundings. They are specialized in pizzas. Moreover
Motivation level of staff is very high which make the
organization more prosperous. They are ISO
(International Standard Organization) certified. They
have equipped with plenty of resources for operating
different activities of the organization. They are
providing free home delivery service. They have
created monopoly in this sector. Another big Strength
and even a Competitive Advantages the fact that they
have a full service restaurant as well as delivery
services. Most of domino’s competitors do not have
restaurants. Because of the restaurant, Domino’s can
market too many different segments that other pizza
chains cannot.
 Conclusion
Domino’s Pizza constantly strives to develop products
that suit the tastes of its consumers and hence
delighting them. Domino’s believes strongly in the
strategy of ‘Think global and act local’. Thus, time and
again Domino’s Pizza has been innovating with
delicious new products such as crusts, toppings and
flavours suitable to the taste buds of Consumers.
Further, providing value for money at affordable
products to the consumers has been Dominos motto.
Initiatives such as Fun Meal and Pizza Mania have been
extremely popular with consumers.