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LATE SHRI VISHNU WAMAN THAKUR CHARITABLE TRUST’S

BHASKAR WAMAN THAKUR COLLEGE OF SCIENCE,
YASHVANT KESHAV PATIL COLLEGE OF COMMERCE,
VIDHYA DAYANAND PATIL COLLEGE OF ARTS

“MARKETING STRATEGY OF DOMINO’S”

A Project Submitted To
University Of Mumbai
For Partial Completion of the Degree
Of Bachelors of Management Studies
Under The Faculty of Commerce

BY

“MANKIKAR SOUMIL SANDEEP”

ROLL NO. 43

Under the Guidance of

“PROF. SWATI SONAGRA”

MARCH 2019

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 DECLARATION

I the undersigned Miss / Mr. MANKIKAR SOUMIL SANDEEP here

by,declare that the work embodied in this project work titled

“MARKETING STRATEGY OF DOMINO’S” forms my own

contribution to the research work carried out under the guidance of PROF.
SWATI SONAGRA is a result of my own research work and has Not been
previously submitted to any other University for any other Degree/ Diploma
to this or any other University.Wherever reference has been made to
previous works of others, it has been clearly indicated as such and included
in the bibliography.

I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

Name of the Learner: MANKIKAR SOUMIL SANDEEP

Signature of the Learner:

Name of the Guide: PROF. SWATI SONAGRA

Signature of the Guide:

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is
so commons.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of the project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my Principal, Vice Principal for providing the necessary facilities
required for completion of this project..

I would also like to express my sincere gratitude towards my project guide :

PROF. SWATI SONAGRA whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books
related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me
in the completion of the project especially My parents and peers who supported me
throughout my project.

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 INDEX
Sr.no Topic Page no
INTRODUCTION
 Industrial Background
1 6
 Theoretical Literature
 Current Issues
OBJECTIVES
 Statement Of The Problem
2 27
 Objectives Of The Study
 Scope Of The Study
 Need/Purpose Of The Study
RESEARCH METHODOLOGY
 Research Design
 Research Method/ Data Sources
29
 Sampling
3
 Field Work
 Plan Of Analyisis
 Chapter Scheme
4 COMPANY PROFILE 34

5 DATA ANALYSIS AND INTERPRETATION 44

6 FINDINGS OF THE STUDY 61

7 RECOMMENDATIONS & CONCLUSIONS 64

8 BIBLIOGRAPHY 65

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CHAPTER- 1
Introduction

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 1.1INDUSTRIAL BACKGROUND

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, Sub-
way, 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.
 For most, targeting children seems the right strategy.
 Advertising is popular.

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However, with competition hooting up most chains are increasing reach as well as
working on establishing a national presence.

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.

The Market Scenario

India among top 10 markets for weekly fast food consumption, an online survey has
found. Most of the countries are from the Asia-pacific region, with the US being the
exemption. According to an A C Neilson study of 28 markets across the US, Europe and
the Asia -Pacific, carried out through the internet in interviews with more than 14000
consumers, Asians are the world’s greatest fast food fans.

Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong 61 %

Malaysia 59 %

Philippines 54 %

Singapore 50 %

Thailand 44 %

China 41 %

India 37 %

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 Europe 11 %

Among the international fast food chains and local operators, Domino’s emerges as the
most popular of all takeaway options with 54% of Americans, 75% of Europeans and
64% of Asians. Dominos is most visited in Australia (84%) KFC is most visited in China
(42%), Pizza hut is most visited in India (22%) A typical fast food meal in the India &
other Multinational companies consists of fries and a burger (or other main item).

History

The concept of ready-cooked food for sale is closely connected with urban development.
In Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian
cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East.
Popular

Indian fast food dishes include vada pav, panipuri and dahi vada. Some trace the modern
history of fast food in America to July 7, 1912 with the opening of a fast food restaurant
called the Automat in New York. The Automat was a cafeteria with its prepared foods
behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had
already opened the first Horn & Hardart Automat in Philadelphia in 1902, but their
‘Automat’ at Broadway and 13th Street, in New York City, created a sensation.
Numerous Automat restaurants were built around the country to deal with the demand.
Automats remained extremely popular throughout the 1920s and 1930s. The company
also popularized the notion of ‘take-out’ food, with their slogan ‘Less work for Mother’.
The American company White Castle is generally credited with opening the second fast-
food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents from its
inception and spawned numerous competitors.

It is arguable because most historians and Secondary School textbooks state that A&W
was the first fast food restaurant, which opened in 1919.After discovering that most of
their profits came from hamburgers, the brothers closed their restaurant for three months
and reopened it in 1948 as a walk -up stand offering a simple menu of hamburgers,

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French fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a
result, they were able to produce hamburgers and fries constantly, without waiting for
customer orders, and could serve them immediately; hamburgers cost 15 cents, about half
the price at a typical dinner. Their streamlined production method, which they named the
“Speedee Service System”, was influenced by the production line innovations of Henry
Ford.

In the cities of Roman antiquity, much of the urban population living in insulate, multi-
storey apartment blocks, depended on food vendors for much of their meals. On New
Year's Day 2008 a study was conducted worldwide counting the number of fast food
restaurants per person. The UK has claimed this title with Australia second and the
United States third. England alone accounted for 25% of all fast food.

PROBLEMS IN THE ORGANISATION

Trans fats caused problems for Dominos. Trans fats are formed when liquid vegetable
oils go through a chemical process called hydrogenation. Common in a range of food
products biscuits, chips, doughnuts, crackers the hydrogenated vegetable fat is used by
food processors because it is solid at room temperature and has a longer shelf life. In
September 2002, Dominos issued a statement announcing a significant reduction of trans
fats in its fried menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns
and crispy chicken sandwiches with the introduction of improved cooking oil in all of its
13,000 restaurants.

The change was supposed to be completed by February 2003. However, dominos

encountered operational issues and the oil was not changed. An anti-trans fat group
claims that dominos deliberately allowed the public to be misled. Legal action has forced
Dominos to give effective notice to the public that the oil was not changed. In Europe and
the US, food makers are under growing pressure from consumer groups to cut the trans
fat content in food products.

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1.2 THEORETICAL LITERATURE

Consumer Satisfaction

Customer satisfaction, a term frequently used in marketing, is a

measure of how products and services supplied by a company meet or
surpass customer expectation. . Customer satisfaction is defined as
"the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."

It is seen as a key performance indicator within business and is part of the four of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when
these ratings dip, they warn of problems that can affect sales and profitability. These
metrics quantify an important dynamic. When a brand has loyal customers, it gains
positive word-of-mouth marketing, which is both free and highly effective. Therefore, it
is essential for businesses to effectively manage customer satisfaction. To be able do this,
firms need reliable and reprehensive measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than a budget motel
—even though its facilities and service would be deemed superior in “absolute” terms.

The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in
an industry that is an oligopoly, where only a few suppliers of a certain product or service

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exist. As such, many cell phone plan contracts have a lot of fine print with provisions that
they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers would easily have
the option of leaving for a better contract offer. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firms.

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

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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

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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.

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 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

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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.

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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

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 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 toensure 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.

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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)

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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.

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 Relation of McKinsey 7S model with Domino’s

Let's look at each of the elements specifically in relation with Domino’s

•Strategy: The plan devised to maintain and build competitive advantage over the
competition.

Domino’s successfully has been able to maintain the over the years. They have used the
effective strategies to maintain the consistency in the market for their survival.

•Structure: The way the organization is structured and who reports to whom. Domino’s
has been able to maintain the structure and the disciplinary approach. The all things are in
accordance and the customer is given a special attention and satisfaction.

•Systems: The daily activities and procedures that staff members engage in to get the job
done.

•Shared Values: Called "super ordinate goals" when the model was first developed, these
are the core values of the company that are evidenced in the corporate culture and the
general work ethic.

•Style: The style of leadership adopted.

•Staff: The employees and their general capabilities.

 Skills: The actual skills and competencies of the employees working for the company.

COMPETITORS INFORMATION:

Major players in this field: -

1) Papa John’s Pizza

2) Nirula’s
3) Pizza hut

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 4) KFC
5) Mc Donald’s

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 arperalional levels they
prefer to it out at this fast food outlets (McDonalds, Nirula’s, Pizza Hut) where
they find the match according to their asperitional
level.

1. Papa John’s Pizza-

Papa John's Pizza (NASDAQ: PZZA) is the third

largest take-out and delivery pizza restaurant chain
in the United States, behind Pizza Hut and
Domino's Pizza. It is based in Louisville,
Kentucky. Papa John's slogan is “Better
Ingredients. Better Pizza."

Internationally, there are over 3,300 Papa John's establishments, including over 2,600 in
the U.S. and more than 500 in over 30 other countries. Papa John's primarily takes
carryout and delivery orders, although some stores have tables and chairs. Papa John's
offers online ordering throughout the United States, automatically assigning all registered
customers to the closest location.

2. 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 parlors, pastry shops and
food processing plants in India. The chain with

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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 serves a wide variety of multi-cuisine foods, both western and
Indian including pizzas, burgers, chana kulcha, saag-roti and much more! Ice cream
parlors offer 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 items.

3. 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.

4. KFC-

KFC Corporation (KFC), founded and also known as

Kentucky Fried Chicken, is a chain of fast food restaurants
based in Louisville, Kentucky, in the United States. KFC has
been a brand and operating segment, termed a concept of
Yum! Brands since 1997, when that company was spun off
from PepsiCo as Tricon Global Restaurants Inc. KFC
primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is
fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes

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and desserts. Outside the USA, KFC offers beef based products such as hamburgers or
kebabs, poutine, pork based products such as ribs and other regional fare.

The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in
1952, though the idea of KFC's fried chicken actually goes back to 1930. Although
Sanders died in 1980, he remains an important part of the company's branding and
advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company
itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in
April 2007, the company began using its original name, Kentucky Fried Chicken, for its
signage, packaging and advertisements in the U.S. as part of a new corporate re-branding
program; newer and remodeled restaurants will have the new logo and name while older
stores will continue to use the 1980s signage. Additionally, ‘Yum!’ continues to use the
abbreviated name freely in its advertising.

5. Mc Donald’s-

McDonald's Corporation (NYSE: MCD) is the world's

largest chain of hamburger fast food restaurants, serving
more than 58 million customers daily. In addition to its
signature restaurant chain, McDonald’s Corporation held a
minority interest in Pret A Manger until 2008, was a major
investor in the Chipotle Mexican Grill until 2006, and owned
the restaurant chain Boston Market until 2007.

A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself.

The corporation's revenues come from the rent, royalties and fees paid by the franchisees,
as well as sales in company-operated restaurants. McDonald's revenues grew 27% over
the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to
$3.9 billion.

McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries,

breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western
nations and in the face of criticism over the healthiness of its products, the company has

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modified its menu to include alternatives considered healthier such as salads, wraps and
fruit.

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 1.3 CURRENT ISSUES

Middleby Marshall, the world leader in conveyor ovens, has been awarded the 2008
Excellence in Partnership Award from Domino’s Pizza India, Ltd. This is the third
consecutive year Middleby has received the award.

Middleby Marshall has partnered with Domino’s India since their first pizza store opened
in New Delhi in 1996. Today, India is the fastest growing country in the Domino’s
network.

"We are honored to receive this award from a true partner and the very innovative team at
Domino’s India," said Middleby Marshall President Mark Sieron. "Our ovens have
helped Domino’s establish a reputation in India for being the home delivery specialist
capable of delivering pizzas within 30 minutes to a community of loyal customers from
its entire chain of stores around the country."

Industry data confirms people across India are consuming more than three million pizzas
a month and the monthly sales figures are projected to double in the next four years
across India. Since inception, Domino's Pizza India Ltd. has proceeded to become one of
the largest and fastest growing international food chains in South Asia. Today, Domino's
Pizza India has grown into a countrywide network of over 220 outlets in 42 cities and is
the leader in the fast food delivery segment. Ever since it was established, Domino's
Pizza India has maintained its position of market leadership with its constant product
innovation. Customers can order their pizzas by calling a single countrywide Happiness
Hotline. Domino's India was the first to start this type of countrywide number for its
customers. Currently Middleby Marshall Ovens are installed in Domino’s restaurants
around the world, cooking more than 1 million pizzas per day.

R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian Development Foundation
created awareness on TB to the members of Dominos Pizza at four different stores in
Mumbai on Saturday, 14th March. Dominos Pizza Stores at Vile Parle (West), Vile Parle
(East), Mahakali Caves Road and Chakala organized the awareness program.

Page 26
Page 27
 CHAPTER- 2

Objectives

2.1 Statement of the problem

This topic is about analyzing the satisfaction of the consumers towards the services
provided by Domino’s Pizza India Ltd. It has come through to give a clear cut idea to the
market strategy, the ways of how the marketing pattern of Domino’s Pizza India Ltd is.
Its main aim is to find out the marketing strategy and pattern of Domino’s Pizza India
Ltd. in Bangalore and also how it properly acts to attract customers to its enterprise.

The comprehensive statement of the problem can be state as “A Study on Consumer

satisfaction of Domino’s Pizza India Limited in Bangalore city”.

2.2 OBJECTIVES OF THE STUDY

 To do customer value analysis which includes identifying the major

attributes that customers value in a fast food chain restaurant, assessing the
quality of the different attributes.
 To shed light on different aspects that a service based food chain must follow in
order to increase its market share and for being on a continuous growth stream.
 To identify different activities that an aggressive company like Dominos
follow in order to establish itself in a local market and increasing sales by
being in customer’s mind and heart.
 To know the consumer perception and Preference about Dominos products.

2.3 Scope of the study

The study is exclusively conducted for consumers of Domino’s Pizza India Ltd. which
are dispersed in different areas of Bangalore city. As both organizational and personal
consumers use the product, their needs, preference, usage habit, post purchases actions

Page 28
vary- Widely which in turn gave the study a wide and large scope for analysis. The time
frame of this study lasted for about 2 months i.e., February-March 2011.

2.4 Need/purpose of the study

 The study helps Domino’s Pizza India Ltd. to appreciate the factors leading to
consumer satisfaction.
 The study helps to understand consumer’s attitude towards Domino’s Pizza India
Limited services and products.
 The study also helps Domino’s Pizza India Ltd. to obtain suggestions regarding
improvement in the services provided

Page 29
 CHAPTER- 3

RESEARCH METHODOLOGY

3.1 Research Design

The controlling plan for a marketing research study in which the methods and
procedures for collecting and analyzing the information is to be collected is known
as Research Design or a framework or plan for a study that guides the collection and
analysis of the data.

3.2 RESEARCH METHOD/ DATA SOURCES

Descriptive Research-

A research design in which the major emphasis is on determining the frequency with
which something occurs. For example, how often users access internet in a given month.
The focus of descriptive research is to provide an accurate description for something that
is occurring.

Data Source:

In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three sources:

 Questionnaire Method
 Direct Personal Interview Method
 Observation Method

Page 30
SECONDARY DATA

It is not possible to collect first hand information for each & everything so, secondary
data from various sources like Internet, A. C Neilson’s report on Jan, 2007, Information
from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline
Website.

3.3 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 the sample is known as sample
size. Sampling is a tool which enables us to draw conclusion about the characteristics of
the population after studying only those subjects or items that are included in the sample.
In sampling method only few units of the population is considered. The choice of an
appropriate sampling design is of keeping in view the objectives and scope of the enquiry
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

Page 31
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: Bangalore 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

3.4 Field work

The study has been analyzed in different region in the city. Such regions are as under-

Region Number of respondents

Jayanagar Yet to approach

Kumaraswamy Layout - Do -

Banashankari - Do -

Page 32
3.5 Plan Of Analyisis

The primary data that is collected using the questionnaire is analyzed step by step:

 The questionnaire is prepared keeping in mind the objectives of the study.

 The data are tabulated and the respondents are classified according to age, sex,
occupation and monthly income. The data relating to the objectives has tabulated
and their percentages will be calculated.
 The finding of the study is based on assumption that the information collected
from the respondents is accurate.
 Conclusions are based on the findings and implications

3.6 Chapter scheme

1. General Introduction

This chapter explains the different Marketing Strategies adopted by Domino’s in

Bangalore for consumer satisfaction. It also gives a theoretical background of the various
aspects of the selected problems.

2. Introduction to the problem

This chapter deals about analyzing the problem area of the Domino’s to get a clear cut
idea about the marketing strategies and the ways of how the marketing pattern of
Domino’s is.

3. Research Design

This chapter deals with the methodology in the approach of the study. It includes all the
framing of objectives to fieldwork and analysis, and gives a detailed description of the
research design.

4. Company Profile

Page 33
This chapter reveals the detailed information about the company along with the important
people, employees, products and services.

5. Data Analysis and Interpretation

This chapter deals with the analysis of the questionnaires used for survey as a primary
source of data.

6. Findings
This chapter is all about what is being analysis from the previous chapter along with the
derivations from the questionnaires.

Page 34
 CHAPTER- 4

COMPANY PROFILE

Page 35
 4.1 DOMINO’S PIZZA INDIA LIMITED

Type Public (NYSE: DPZ)

Industry Restaurants
Founded Ypsilanti, Michigan, U.S. (1960)
Headquarters Ann Arbor, Michigan, U.S.
Key people Tom Monaghan, Founder; J. Patrick Doyle, CEO
Products Pizza, sandwiches, pasta, chicken wings, desserts
Revenue Increase $1.425 billion USD (2008)
Employees 145,000
Website www.dominos.com

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-largest pizza chain in the United States and has nearly 9,000 corporate and
franchised stores in 60 international markets and all 50 U.S. states. Domino's Pizza was
sold to Bain Capital in 1998 and went public in 2004. The menu features pizza, pasta,
oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and a
variety of dessert items.

Company Background-

In 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a small pizza
store in Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the
brothers borrowed $500 to pay for the store. Eight months later, James traded his half of
the business to Tom for a used Volkswagen Beetle. As sole owner of the company, Tom
Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first
Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally
planned to add a new dot with the addition of every new store, but this idea quickly faded
as Domino's experienced rapid growth. By 1978, the franchise opened its 200th store.

Page 36
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 it s first international store, in Winnipeg, Manitoba,
Canada. The 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.

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.

Current Scenario-

In 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang
the opening bell at the New York Stock
Exchange and the company began
trading common stock on the NYSE
under the ticker symbol "DPZ".

Industry trade publication Pizza Today

magazine named Domino's Pizza
"Chain of the Year" in 2003 and did so
again in 2010.In a simultaneous
celebration in 2006, Domino's opened
its 5,000th U.S. store in Huntley,
Illinois, and its 3,000th international

Page 37
store in Panama City, making 8,000 total stores for the system. Also that year, the
Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to
hit a turnover of $3 million per year. As of September 2006, it has 8,238 stores which
totalled 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 2009, Domino's
introduced the Pizza Tracker, an online application that allows customers to view the
status of their order in a simulated "real time" progress bar. In addition, 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 national
phone ordering service 1 -800-DOMINOS 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-flogging ad campaign in
which consumers were filmed criticizing the pizza's quality and chefs were shown
developing the new product.

The new pizza was introduced that same month, and the following year, Domino's 50th
anniversary, the company acquired J. Patrick Doyle as its new CEO experienced a
historic 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.

Products Range-

The 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.

Page 38
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 deliver y. 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 opt ion.

The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan
pizza. Its introduction followed 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 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 advertising. Domino's continued its move toward specialty pizzas in 2006, with
the introduction of its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked

Page 39
in to add crispness, and larger slices that could be folded in the style of traditional New
A makeline at domino’s
York –style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked
sandwiches in four styles, intended to compete with Subway's toasted submarine
sandwiches.

Early marketing for the sandwiches made varied references to its competition, such as
offering free sandwiches to customers named "Jared," a reference to Subway's spokesman
of the same name.

The company introduced its American Legends line of specialty pizzas in 2009, featuring
40% more cheese than the company's regular pizzas, along with a greater variety of
toppings. That same year, Domino's began selling its Bread Bowl Pasta entree, a lightly
seasoned bread bowl baked with pasta inside, and Lava Crunch Cake dessert, composed
of a crunchy chocolate shell filled with war m fudge. Domino's promoted the item by
flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St Helens.
In 2010, the company changed its pizza recipe "from the crust up", making significant
changes in the dough, sauce and cheese used in their pizzas. Their advertising campaign
admitted to earlier problems with the public perception of Domino's product due to issues
of taste.

Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly and
president of Domino's USA. Previous chief executive David Brandon, made athletic
director of the University of Michigan in January 2010, remains chair man. 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.

Page 40
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 Centre 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

Page 41
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 "A 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.
The code was never deactivated though 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 promotion code and then shared it with others on the
Internet. Domino's deactivated the code on the morning of Tuesday, 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 the team 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.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that customers would receive their
pizzas within 30 minutes of placing an order, or they would receive the pizzas free. The
guarantee was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit
brought by the family of an Indian woman who had been killed by a Domino's delivery
driver, paying the family $2.8 million. In 1993, Domino's settled another lawsuit, this one
brought by a woman who was injured when a Domino's delivery driver ran a red light
and collided with her vehicle. The woman was paid nearly $80 million. The guarantee
was dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to Monaghan.

Page 42
In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding
to the earlier pledge but stopping short of promising delivery in a half hour. 30 minutes
guarantee for hot and delicious pizza or free.

Page 43
 CHAPTER- 5

DATA ANALYSIS AND INTERPRETATION

DEFINITION OF ANALYSIS

Analysis is the process of breaking a complex topic or substance into smaller parts to
gain a better understanding of it. The technique has been applied in formal concept is a
relatively recent development. It is the process of placing data in order form, combining
them with existing information’s and extracting meaning from them. Interpretation is the
process of drawing; conclusions from the gathered data in a study.

Analysis methods should be selected on the basis of whether or not they will be able to
effectively answer the evaluation questions within each evaluation project. There are a
number of considerations when selecting evaluation methods. The first is to make sure
that the methods which are selected are appropriate and ethical for the groups involved in
them. Appropriate ethical approval processes need to be followed where required and
evaluators need to confirm to appropriate ethical standards. Methods selection in
evaluation also needs to be very focused on value for money in terms of the selection of
methods. There are usually limited evaluation resources and they need to be used wisely.
Evaluation methods should be ‘fit for purpose’ in the sense that they provide the amount
of information required at a level of certainty which is sufficient for the purpose of the
evaluation.

Page 44
 1) Analysis of Table 1:
Love for outdoor eating

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 80 80%
No 20 20%
TOTAL 100 100%

As per the data analysis, 80 respondents love outdoor eating and 20 respondents like to
dine at their homes.

Love for outdoor eating

20%

Yes
No

80%

INTERPRETATION:

In the first question, I have the assessed the outdoor eating preferences of our respondents
and we interpreted that a majority of 80% respondents replied that they like eating
outdoors.

Page 45
1) Analysis of Table 2:
Frequency of visit

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Once a week 20 20%

More than once a week 14 14%
Once a month 16 16%
Once a fort night 50 50%
TOTAL 100 100%
As per the data analysis, 20 respondents visit once a week, 14 visit more than once a
week, 16 visit once in a month and 50 respondents visits Domino’s once a fort night

50
45
40
35
30
50
25
20
15
20 16
10 14
5
0
Once a week More than Once a month Once a forth
once a week night

Frequency of visit

INTERPRETATION:

In this question, I have assessed the frequency of visits to Domino’s Outlets, and we
interpreted that a majority of 50% respondents visit fort night and 20% respondents visit
once a week.

Page 46
2) Analysis of Table 3:
Customer Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Domino’s 34 34%
Pizza Hut 30 30%
Mc Donald’s 20 20%
KFC 16 16%
TOTAL 100 100%
As per the data analysis of question 3, 34 prefer Domino’s, 30 respondents prefer Pizza
Hut, 20 like Mc Donald’s and the rest 16 go for KFC.

35%

30%

25%

20% 34%
30%
15%
20%
10% 16%

5%

0%
Domino's Pizza Hut Mc Donald's KFC

Customer Preference

INTERPRETATION:

In the third question, I have analyzed the customer preference in terms of fast food
outlets. From the above graph, we have interpreted that most of the people that is 34%
respondents prefer Domino’s followed by Pizza Hut being 30%, Mc Donald’s 20% and
KFC 16%.

Page 47
3) Analysis of Table 4:
Consistency of taste and quality

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 86 86%
No 14 14%
TOTAL 100 100%
As per the data analysis, 86 respondents said there is a consistency of taste and quality in
the food at Domino’s Pizza, while 14 respondents did not agree upon this.

Constency in Taste
14%

Yes
No

86%

INTERPRETATION:

In this question, I have assessed about the taste and quality consistency at Domino’s
Pizza India Limited, and we interpreted from the above data that 86% respondents feels
the same taste and quality every time they visit, while the rest 14% said that there is bit
changes in taste and quality time to time.

Page 48
4) Analysis of Table 5:
Pricing Satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Satisfied 55 55%
Very Satisfied 30 30%
Not Satisfied 15 15%
TOTAL 100 100%
As per the data analysis, 55 respondents are satisfied with its price, 30% are very
satisfied, and 15 are not that much satisfied with the pricing.

Promotional Measures
Satisfied Very Satisfied Not Satisfied
15%

55%
30%

INTERPRETATION:

In this question, I have assessed the price satisfaction of the respondents and 55% are
satisfied with its price, whereas 30% are very much satisfied but 15% do not feel good
about the price.

Page 49
5) Analysis of Table 6:
Promotional Measures

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Effective 10 10%

Effective 50 50%
Not Effective 40 40%
TOTAL 100 100%
As per the data analysis, 10 respondents think that the promotional measures of Domino’s
is very effective, 50 think it’s effective to a certain extent, while 40 do not the
promotional measures effective.

Promotional Measures
Very effective Effective Not Effective
40% 10%

50%

INTERPRETATION:

In the seventh question, I have assessed the effectiveness of Domino’s promotional

measures. From the above chart, we interpreted that 50% respondents think it was
effective while 40% do not think so.

Page 50
6) Analysis of Table 7:
Recommendation to Domino’s

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Include more varieties 52 52%

Reduce Prices 12 12%
Better Promotions 10 10%
Improve Quality 26 26%
TOTAL 100 100%
As per the data analysis recommendation to Domino’s goes like this :
respondents who need more varieties are 52, who want reduction at the price are 12 ,
those who feel that the promotional strategy is not having the impact are 10 and who
desires for quality are 26.

52
60
26
40
12 10
20
0
ty s on ty
rie r ice oti ali
a u
e v eP m eq
or du
c
P ro ov
e m Re tter pr
d Be Im
clu
In

Recommendation to Dominos

INTERPRETATION:

In this question, I have assessed the suggestions and feed back of the respondents about
Domino’s and we interpreted that a majority of 52% wants more varieties to be added to
the menu, 12% suggests a low price, 10% better promotion and 26% recommend to
improve the quality of food.

Page 51
7) Analysis of Table 8:

Eating Experience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Excellent 15 15%

Very Good 20 20%

Good 50 50%

Poor 15 15%

TOTAL 100 100%

As per data analysis, the eating experience of 15 respondents was excellent, 20 was very
good, 50 good, and 15 poor.

Eating Experience
15% 15%
Excellent
Very Good
20% Good
Poor

50%

I have analyzed that 50% respondents has a good eating experience and 15% respondents
did not feel a nice experience there.

Page 52
Page 53
8) Analysis of Table 9:

Varieties satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Satisfied 70 70%

Satisfied 15 15%

Not Satisfied 15 15%

TOTAL 100 100%

As per data analysis, 70 respondents are very satisfied with the varieties in menu, 15 are
only satisfied, and 15 are not satisfied.

70%

70%
60%
50%
40%
30% 15% 15%
20%
10%
0%
Very Satisfied Satisfied Not Satisfied

Varieties Satisfaction

INTERPRETATION:

In this question, I have assessed that 70% respondents are very satisfied with the varieties
in food menu, while 15% are not satisfied with those varieties.

Page 54
9) Analysis of Table 10:
Awareness of Charity Services

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 60 60%

No 40 40%

TOTAL 100 100%

As per data analysis, 60 are aware of the charity schemes while 40 do not know about the
charity schemes of Domino’s.

60%

60% 40%
50%
40%
30%
20%
10%
0%
Yes No

Charity Services

INTERPRETATION:

In this question I have assessed the awareness of charity scheme of Domino’s among the
respondents and 60% result was positive.

Page 55
11) Analysis of Table 11:

Hygiene

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 98 98%

No 2 2%

TOTAL 100 100%

As per data analysis, 98 respondents said that the Domino’s Outlets are hygienic while 2
replied negatively.

Hygiene
2%

Yes
No

98%

INTERPRETATION:

In the eleventh question, I have assessed about the hygienic condition and we have
interpreted that 98% customers are happy about the hygiene there.

Page 56
12) Analysis of Table 12:

Dining Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Dine In 39 39%

Take Away 61 61%

TOTAL 100 100%

As per data analysis, 39 respondents prefer to dine in the domino’s Outlets and the rest 61
prefer take away.

Dining Preference

39%

Dine In
Take Away

61%

INTERPRETATION:

In this question, I have assessed the preference to dine in Domino’s Outlets and we
interpreted that a majority of 61% prefer take away.

Page 57
13) Analysis of Table 13:

Home Delivery

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 100 100%

No 0 0%

TOTAL 100 100%

As per data analysis, 100 respondents have ordered for home delivery from Domino’s
Pizza.

120%

100%

80%

60%
100%
40%

20%

0% 0%
Yes No

Home delivery

INTERPRETATION:

In this question, I have assessed whether the respondents have ever ordered for home
delivery and the result was 100% yes.

Page 58
14) Analysis of Table 14:

Delivery within 30 minutes

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 96 96%

No 4 4%

TOTAL 100 100%

As per data analysis, 96 respondents said that they got the home delivery within 30
minutes but 4 did not get within that time limit.

Delivery within 30 mins

4%

Yes
No

96%

INTERPRETATION:

In this question, I have assessed that 96% respondents got their order within 30 minutes
of order while 4% did not.

Page 59
15) Analysis of Table 15:

Ambience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 52 52%

No 48 48%

TOTAL 100 100%

As per the data analysis, 52 respondents liked the ambience and 48 did not.

52%
51%
50%
52%
49%
48%
48%
47%
46%
45%
Yes No

Ambience

INTERPRETATION:

In this question, I have assessed that 52% feels nice about Domino’s ambience, while
48% said there should be some more creativity.

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16) Analysis of Table 16:

Food Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Veg 28 28%

Non- veg 72 72%

TOTAL 100 100%

As per data analysis, 28 respondents said they prefer vegetarian food and 72 prefer Non-
vegetarian.

72%
80%

70%

60%

50%
28%
40%

30%

20%

10%

0%
Veg Non - Veg

Food Preference

INTERPRETATION:

In this question, I have assessed that 72% prefer Non-vegetarian over Vegetarian food.

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 CHAPTER- 6

FINDINGS OF THE STUDY

 80% of the customers loved to dine outside their home.

 50% of the respondents visit Domino’s once a fort night ,followed by once a
week, once a month and then more than once a week.

 34% of the respondents prefers Domino’s, then followed by pizza hut, Mc.
Donald’s and KFC respectively.

 86% of the customers felt that the taste and quality of the food at Domino’s Pizza
remains same, whenever they visit.

 55% of the customers are followed by the pricing and less than 20% are not
satisfied.

 50% of the respondents feel that the promotional measures are effective only 40%
felt that it is not.

 52% recommended that Domino’s should include more varieties, then some of
them suggested that there should be reduction in prices, then 26% and 10%
suggested that improve in quality and better promotion should be there.

 50% consumers are satisfied with the eating experience in Domino’s only 15%
felt bad about it.

 70% of the customers are happy with the varieties which are offered in the menu
only 15% was not satisfied.

 The 60% respondents are aware about the charity services which are taken under
by the co. rest of them are in dark.

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  98% customers are satisfied with the hygiene factor at Domino’s.

 39% of the respondents feel like to dine in the outlet and the rest of 61% want to
take away and enjoy their meal at outside of the outlet.

 100% respondents ordered for home delivery also in their past.

 96% of the respondents got their home delivery package within 30 minutes.

 52% of the respondents feel the ambience of the outlet is good and rest of them
doesn’t seem to be very happy.

 72% respondents liked to have non- vegetarian food and only 28% turned up for
vegetarian food in the outlet.

As per the data analysis, 80% respondents love outdoor eating and 20% respondents like
to dine at their homes.

As per the data analysis, 20% respondents visit once a week, 14% visit more than once a
week, 16% visit once in a month and 50% respondents visits Domino’s once a fort night.

As per the data analysis of question 3, 34% prefer Domino’s, 30% respondents prefer
Pizza Hut, 20% like Mc Donald’s and the rest 16% go for KFC.

As per the data analysis, 86% respondents said there is a consistency of taste and quality
in the food at Domino’s Pizza, while 14% respondents did not agree upon this.

As per the data analysis, 55% respondents are satisfied with its price, 30% are very
satisfied, and 15% are not that much satisfied with the pricing.

As per the data analysis, 10% respondents think that the promotional measures of
Domino’s is very effective, 50% think it’s effective to a certain extent, while 40% do not
the promotional measures effective.

As per the data analysis recommendation to Domino’s goes like this : respondents who
need more varieties are 52%, who want reduction at the price are 12% , those who feel

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that the promotional strategy is not having the impact are 10% and who desires for
quality are 26%.

As per data analysis, the eating experience of 15% respondents was excellent, 20% was
very good, 50% good, and 15% poor.

As per data analysis, 70% respondents are very satisfied with the varieties in menu, 15%
are only satisfied, and 15% are not satisfied.

As per data analysis, 60% are aware of the charity schemes while 40% do not know about
the charity schemes of Domino’s.

As per data analysis, 98% respondents said that the Domino’s Outlets are hygienic while
2% replied negatively.

As per data analysis, 39% respondents prefer to dine in the domino’s Outlets and the rest
61% prefer take away.

As per data analysis, 100% respondents have ordered for home delivery from Domino’s
Pizza.

As per data analysis, 96% respondents said that they got the home delivery within 30
minutes but 4% did not get within that time limit.

As per the data analysis, 52% respondents liked the ambience and 48% did not.

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 CHAPTER- 7

RECOMMENDATIONS & CONCLUSIONS

 Domino’s should use more aggressive marketing strategy to attract the customers.

 Domino’s should introduce some new dishes to pull the customers.

 Domino’s should work out on the ambience more for satisfaction of the
customers.

 Domino’s should charge a little less to capture more market.

 Domino’s should improve his quality of the pizzas to the new heights.

 Domino’s should increase the veg. pizza portfolio also for the veggies.

 They should open more outlets in the overcrowded areas.

 Domino’s should use glass tumblers instead of disposable one to serve the
customers.

 Washrooms should be maintained properly.

 The personnel should be more polite and well informative

 Domino’s floors should be frequently cleaned.

 Better air-conditioning can be arranged in the outlet.

 Frequent feedbacks should be taken from the customers for regular improvement.

 And last but not the least it should introduce more proper Indian style pizza to
attract more INDIANS.

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 CHAPTER- 8

BIBLIOGRAPHY

 Observation
 Individual pre and post program feedback forms through
questionnaires.
 Interviewing and mailing

 Text book
 Consumer behavior- Appahnahiah, Reddy & Ramnath

 Websites
 https://www.marketing91.com › MARKETING MIX'S
 www.dominos.co.in
 www.answers.com

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 ANNEXURE

1) DO YOU PREFER OUTDOOR EATING?

A) YES
B) NO

2) HOW FREQUENTLY DO YOU VISIT DOMINOS?

A) ONCE IN A WEK
B) MORE THAN ONCE IN A WEEK
C) ONCE A MONTH
D) ONCE A FORTNIGHT

3) WHAT WILL BE YOUR FIRST PREFERENCE FOR FAST FOOD

RESTAURANT?
A) DOMINOS
B) PIZZA HUT
C) MC DONALD’S
D) KFC

4) DOES DOMINOS CONSISTENTLY SERVES GOOD QUALITY OF

PIZZA’S?
A) YES
B) NO

5) ARE YOU SATISFIED WITH THE PRICING OF DOMINOS?

A) SATISFIED
B) VERY SATISFIED
C) NOT SATISFIED

6) RATE THE PROMOTIONAL MEASURES FOR DOMINIOS?

A) EFFECTIVE
B) VERY EFFECTIVE
C) NOT EFFECTIVE

7) WHAT ADVICE WOULD YOU RECOMMEND FOR DOMINOS?

A) INCLUDE MORE VARIETIES
B) REDUCE PRICES
C) BETTER PROMOTIONS

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D) IMPROVE QUALITY

8) SHARE YOUR EATING EXPEREINCEIN DOMINOS?

A) EXCELLENT
B) VERY GOOD
C) GOOD
D) POOR

9) ARE YOU SATISFIED WITH THE VARIETIES OF DOMINOS?

A) VERY SATISFIED
B) SATISFIED
C) NOT SATISFIED

10) DO YOU FEEL DOMINOS IS HYGIENEIC?

A) YES
B) NO

11) DO YOU PREFER TO DINE IN DOMINOS OUTLETS OR TAKING

AWAY?
A) DINE IN
B) TAKE AWAY

12) DO YOU OFTEN ORDER FOR HOME DELIVERY?

A) YES
B) NO

13) DOES DOMINOS DELIVERSFOOD WITHIN 30 MINUTES?

A) YES
B) NO

14) DO YOU LIKE THE AMBIENCE OF DOMINOS?

A) YES
B) NO

15) WHICH TYPE OF FOOD DO YOU PREFER FOR DOMINOS?

A) VEG
B) NON-VEG

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