A SEMINAR report submitted to the INTEGRAL UNIVERSITY

BACHELOR OF BUISNESS ADMINISTRATION

Submitted by

MOHD ADNAN

ENROLLMENT NO: 2000100082

Under the supervision and guidance of

Dr. Uzmi Anjum

DEPARTMENT OF COMMERCE AND MANAGEMENT

2021-2022

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 CERTIFICATE

This is to certify that the Project entitled “Marketing Strategy of Dominos, submitted by
Mohd Adnan , Enrollment no:2000100082, is a bonafide record of the work done by him
during the year 2021-2022 in partial fulfillment of the requirements for the award of
DEGREE IN BACHELOR OF COMMERCE from the INTEGRAL UNIVERSITY

________________ ________ __ _________ ______ __

Signature Of Coordinator Signature Of The Project Guide

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 DECLARATION

I MOHD ADNAN, hereby declare that the project entitled Marketing strategy
of domino’s is carried out by me under the guidance of Dr.Uzmi Anjum
Assistant Professor, Department of Commerce and Management, Integral
University,Lucknow

I also hereby declare that this project work was not been submitted by me fully
or partially for the award of any degree, diploma or any other similar title of any
university or institution.

MOHD ADNAN

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 ACKNOWLEDGEMENT

I thank almighty, without whose grace my work would not have been
completed. At the outset, I record my sincere thanks to the DR. Uzmi Anjum
for giving me an opportunity to present in this prestigious institution and to
undertake this project work.

I also extend my sincere thanks to all faculty member of our department for
their appropriate suggestions ensuring me to complete this dissertation

I acknowledge my heartfelt thanks to my beloved parents for their blessings

and friends for their support and encouragement in fulfilling this research.

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 CONTENTS

CHAPTER TITLE PAGE NO.

CHAPTER I
INTRODUCTION,
CHAPTER II
COMPANY PROFILE
CHAPTER III
REVIEW OF
LITERATURE
CHAPTER IV DATA ANALYSIS AND
INTERPRETATION
CHAPTER V FINDINGS ,
SUGGESTIONS, AND
CONCLUSION
APPENDIXES
QUESTIONNAIRE

BIBILOGRAPHY

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 LIST OF TABLES

Sl. No: Title Page No:

1 Table showing the proportion of male and female 26
respondents
2 Table showing the age group of respondents 27
3 Table showing the preference of the respondents to various 28
dominos outlets in Palakkad.
4 Table showing the sources or channel from which the 29
respondents came to know about knowledge son dominos.
5 Table shows how often the respondents consume from 30
dominos.
6 Table showing the preference of items in dominos. 31
7 Table shows the respondent’s reason on preference. 32
8 Table showing the attitude of customers while taking orders 33
9 Table showing the delivery speed 34
10 Table showing the ease of recording the order 35
11 Table showing the opinion on the drive through sound 36
system was clear
12 Table showing the rating on the ambience of the place 37
13 Table showing the rating of the quality of the beverages. 38
14 Table showing employee’s attitude towards the respondents. 39
15 Table showing the satisfaction level on money spent on 40
dominos food.
16 Table showing the variety of food items 41

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17 Table showing the availability of utensils, napkins, sauces 42
etc.
18 Table showing the response on recommendation of dominos 43
to outsiders.
19 Table showing the rating of the respondents about the 44
cleanliness of the place.
20 Table showing the opinion of the respondents on the quality 45
of the food.
21 Table showing the overall rating of dominos outlets. (Out Of 46
5 stars.)

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 CHAPTER-I
INTRODUCTION
The international market is flooded with various sectors and industries that
involve products of daily as well as occasional use for the consumers. In today’s
competitive world, Service Quality has become one of the most strategic tools
for measuring customer satisfaction. The main objective of the study is to
analyze the customer satisfaction level of Dominions with special reference to
Palakkad City.

Customer satisfaction is a term frequently used in marketing. It is a measure of

how products and services supplied by a company meet or
surpass customer expectation. It is seen as a key performance indicator within
business and is often part 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."Firms need reliable and representative
measures of satisfaction to effectively manage customer satisfaction.
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"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

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satisfaction rating than a budget motel—even though its facilities and service
would be deemed superior in 'absolute' terms.”

Indian consumers’ lifestyle has immensely helped the fast food industry to
mature and expand over the last few years. Other reasons like rising number of
nuclear families, exposure to western cuisine and global media, growing
number of working women - have had a substantial impact on the eating out
trends and growth of the fast food industry. The industry experts consider that
the middle class young population, with high disposable income, will spend
more on eating out at chained fast food outlets. The demand for ready-to-eat
packaged food is also expected to record strong growth in the country.

In today’s competitive world, Service Quality has become one of the most
strategic tools for measuring customer satisfaction. Customer satisfaction is
actually how customer evaluates the ongoing performance. Customer
satisfaction is very important in today’s business world as the ability of a
service provider to create high degree of satisfaction is crucial for product
differentiation and developing a strong relationship with customers. Because of
the above reasons the companies consider customer satisfaction as very
important element while devising their core strategies. Moreover, the concept
of customer satisfaction gained so much importance that American Customer
Satisfaction Index (ACSI) was developed.

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1.1 STATEMENT OF THE PROBLEM

The problem selected for the study is “Customer satisfaction on dominions with
special reference to Palakkad city.” The study was conducted to find more on
satisfaction level of customers in and around Palakkad. Customer is a very
important factor that runs every business to a larger extend. If customers are
more satisfied it will increase the progress of business. Otherwise it will affect
the entire progress of business.

1.2 SCOPE OF THE STUDY

Sample sizes of 50 customers are selected and hence the scope of study is
limited to the customers of dominions in Palakkad district only.
 It indicates the level of satisfaction and dissatisfaction of customers
with dominos.
 It indicates the effectiveness of dominos strategies.
 Helps to discover the cause for poor quality of services.
 Helps to improve customer satisfaction among different age group.

1.3 OBJECTIVES
To analyze the quality of dominos from the view point of customer
satisfaction.

 To analyse the customer feedback and opinion about dominos

 To compare dominos with other competitors in the same field.
 To examine the suitability, and market strength of dominos
 To understand the level of customer’s satisfaction in consumption of
dominos products.

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1.4 SOURCES OF DATA COLLECTION

Primary data refers to data collected for the first time. In order to collect
primary data questionnaire was prepared and distributed to 50 customers
of dominions.
Secondary data is collected from published magazines, books, various websites
of Dominions Company.

1.5 TOOLS USED FOR THE ANALYSIS

The data collected has been classified and tabulated. Various analysis and
interpretations are made to obtain the objectives of the study. The main tools
used for data representations are given below.

1. PIE CHART
2. COLUMN CHART
3. LINECHART

1.6 RESEARCH METHODOLOGY

Research Methodology is a way to solve the problem .It may be understood that
this science of studying how a research is done scientifically. In this study the
various step that are generally adopted by a research problem doing with the
logic behind them.
1.7 RESEARCH METHOD

Research method used for this is descriptive research. Descriptive research is

typically concerned with determining frequency with something occurs or how
variable vary together .It is used when the purpose of research is to describe the
characteristics of graphs.

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1.8 LIMITATIONS OF THE STUDY

This study is limited to Palakkad city only. It does not refer to the
entire geographic region.
 A sample of 50 customers is selected for the study .This sample is too
small in considering the popularity of the product in the city where the
survey was conducted.
 A detailed study is a costly affair. Hence, the survey has to be limited
due to the lack of finance.

SCHEME OF THE STUDY

This project includes total of 5 chapters. They are:

CHAPTER I
Chapter I is an introduction given to the project. It contains introduction to
customer satisfaction and the problem faced by the them if any, objectives
(primary and secondary), scope of the study, tools used for data collection and
the limitation of the study.

CHAPTER II
Chapter II is the company profile.

CHAPTER III
Chapter III contains the review of literature.

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CHAPTER IV
Chapter IV is the data analysis and interpretation. It includes the details of data
collected and the analysis and interpretation with the help of table and figures.

CHAPTER V
Chapter V deals with the findings, suggestions and conclusion. Here the
findings of our project and various suggestions based on our findings are
produced.

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 CHAPTER-II
COMPANY
PROFILE

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 COMPANY PROFILE:

Domino’s is the second largest pizza restaurant chain in the world, with more
than 14,400 locations in over 85 markets. Founded in 1960, their roots are in
convenient pizza delivery, while a significant amount of our sales also come
from carryout customers. Although we are a highly-recognized global brand,
they focus on serving the local neighborhoods in which they live and do
business through our large network of franchise owners and Company-owned
stores. On average, we sell more than 1.5 million pizzas each day throughout
our global system.

Our business model is straightforward: they handcraft and serve quality food at
a competitive price, with easy ordering access and efficient service which are
aided by our technology innovations. Our dough is generally made fresh and
distributed to stores around the world by us and our franchisees.

Domino’s generates revenues and earnings by charging royalties to its

franchisees. Royalties are ongoing percent-of-sales fees for use of the Domino’s
brand marks. The Company also generates revenues and earnings by selling
food, equipment and supplies to franchisees primarily in the U.S. and Canada,
and by operating a number of their own stores. Franchisees profit by selling
pizza and other complementary items to their local customers. In their
international markets, we generally grant geographical rights to the Domino’s
Pizza® brand to master franchisees. These master franchisees also profit by
running pizza stores, and often by sub-franchising and selling ingredients and
equipment to those sub-franchisees. Everyone in the system can benefit,

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including the end consumer, who can feed their family Domino’s menu items
conveniently and economically.

Our business model can yield strong returns for their franchise owners and
Company-owned stores. It can also yield significant cash flow to us, through a
consistent franchise royalty payment and supply chain revenue stream and
with moderate capital expenditures. We have historically returned cash to
shareholders through dividend payments and share buybacks since becoming a
publicly traded company.

Domino's Inc.[7] is an American pizza restaurant chain founded in 1960. The

corporation is headquartered at the Domino's Farms Office Park in Ann
Arbor, Michigan, United States. In 1960, Tom Monaghan and his brother,
James, purchased Dominick’s, a small pizza store at 301 West Cross Street
in Ypsilanti, Michigan, near Eastern Michigan University. The deal was secured
by a $500 down payment, and the brothers borrowed $900 to pay for the
store. The brothers planned to split the work hours evenly, but James didn't
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 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.

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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.

2.1 International expansion

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

in Winnipeg, Manitoba, Canada.[14] That same year, Domino's opened its
1,000th 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.

2.2 Sale

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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.[24] A year later, the company named Dave Brandon as its CEO.[25]

Present

Domino's Pizza logo used from 1996 until September 2012 in major English-
speaking countries, and still used in many others

In 2004, after 44 years as a privately held company, Domino's began trading

common stock on the New York Stock Exchange under the ticker symbol
"DPZ". Industry trade publication Pizza Today magazine named Domino's Pizza
"Chain of the Year" in 2003, 2010, and 2011. In a simultaneous celebration in
January 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois, and
its 3,000th international store in Panama City, Panama, making 8,000 total
stores for the system. In August 2006, the Domino's location
in Tallaght, Dublin, Ireland, became the first store in Domino's history to hit a
turnover of $3 million (€2.35 million) per year. As of September 2006,
Domino's has 8,200+ stores worldwide, which totaled $1.4 billion in gross
income.

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 2.3 Innovations

In 2007, Domino's introduced its Veterans Delivering the Dream franchising

program and also rolled out its online and mobile ordering sites. 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. 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 2015, Domino's unveiled a special "pizza car" that can carry 80 pizzas, sides,
2-liter bottles of soda, and dipping sauces. It also has a 140-degree 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 in New Zealand delivered the world's first pizza delivery
by unmanned aerial vehicle using the DRU Drone by Flirety.

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In February 2017, Domino launched a wedding registry with gifts delivered in
the form of Domino's gift cards. Customers have the option of signing up for
Domino's pizza package to be served for the event.

In March 2017, Domino's announced a pilot project in Dutch and German cities
using delivery robots to deliver food within a one-mile radius of stores in
partnership with Starship Technologies.

Products

A Creamy Bacon pizza from Domino's in the Netherlands

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.

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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 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 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 in to add crispness, and larger
slices that could be folded in the style of traditional New 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
the Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled

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with warm fudge.] Domino's promoted the dessert by flying in 1,000 cakes to
deliver at Hofstadter Bluffs Visitor Center near Mount St.
Helens in Washington state.

In 2010, shortly after the company's 50th anniversary, Domino's 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 taste
issues.

In September 2012, Domino's announced it was going to roll out a pan pizza on
September 24, 2012. Following this move, the Deep Dish pizza was
discontinued after 23 years of being on the menu.

In December 2013, Domino's Pizza, in Israel, unveiled its first vegan pizza,
which uses a soy-based cheese substitute.

After a stock low point in late 2009, the company's stock had risen 700 percent
in the five years preceding February 2016.Even as the American economy has
suffered and unemployment has risen, Domino's has seen its sales rise
dramatically through its efforts to rebrand and retool its pizza.

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 CHAPTER-III

REVIEW OF LITERATURE

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 Inference:

From the above diagram, 30% of the respondents are extremely happy with the
employee’s attitude while taking orders, 42 % of them are satisfied with their
service, 20% of them consider it as average whereas 8% of them find it poor.

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Shows how fast the delivery of food was.

Response No: Of respondents Percentage

Very Fast 15 30

Medium 25 50

Slow 10 20

Diagram 8:Shows how fast the delivery of food was.

Diagram 8

20%
30%
Very Fast Medium Slow

50%

Inference:

From the above diagram, 30% of the respondents were very happy with the
speed at which they were served and 50% of them were satisfied with the same.
But it has been found that 20% of them found it really slow.

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5.1 FINDINGS

1. From the analysis, it can be inferred that, most of the customers are
males belonging to the age group of 20-40.
2. The study reveals that majority of the customers are occasional
consumers and are highly satisfied towards the taste and is
considerably satisfied with the services provided by Dominos.
3. It is also found that majority of the customers are satisfied with the
money spent in dominion and are highly impressed with the ambience
of the place.
4. It is clear that most of them are not happy with the drive-through sound
system.
5. Majority is of the opinion that they would recommend dominion
to others.
6. From the survey, it is evident that the most attracting factor in

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 dominion is its reasonable price.

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5.2 SUGGESTIONS

Even though dominion is popular among the famous fast food industry for more
than a half century, there is still scope for improvement in many aspects. Hence,
it is suggested that,
1. Dominos should try to include more number of items in its menu.
2. Dominos should work more on their nutrition value of food and should
create an impression that they are more interested towards the health of
their customers.
3. Dominos should also bring more variety of vegetable products which will
attract more vegetarian customers also.
4. Dominos can focus on kids by providing special offers and combo
packages which could bring the attention of children, since they are the
vital customers who can bring the entire family to the restaurants.

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5.3 CONCLUSION

From the above study, we can conclude that the customers are highly satisfied
with the food and services provided by Dominos. They could gain more
attention from customers, if they take into consideration the health and nutrition
factors of the products offered by them. Dominos is a company which has the
potential to reach greater heights and to emerge as one of the prominent food
chain of the wor

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