MINOR PROJECT REPORT

ON
“MARKETING STRATEGIES OF DOMINO’S”

Project report submitted on the partial fulfilment of the requirement of degree of

BACHELORS OF BUSINESS ADMINISTRATION

Under the guidance of

MS. NAVJOT KAUR

Submitted By:

PRAFUL AGGARWAL

ENROLLMENT NUMBER- 05490201721

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT AND INFORMATION
TECHNOLOGY

(AFFILIATED TO GGSIP UNIVERSITY DELHI)

(2021-2024)

1
 ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere

thanks to my guide and mentor Ms. NAVJOT KAUR for her valuable
guidance and the confidence she instilled in me, that helped me in the
successful completion of this project report. Without her help, this
project would have been a distant affair, her thorough understanding
of the subject and professional guidance was indeed of immense help
to me.

I am greatly thankful to the faculty members of our institute who

cooperated with me and gave me their valuable time.

SIGNATURE OF SCHOLAR
PRAFUL AGGARWAL
ENROLMENT NO: -05490201721

PLACE: DELHI
DATE:

CERTIFICATE
2
This is to certify that PRAFUL AGGARWAL student of SRI GURU
TEGH BAHADUR INSTITUTE OF MANAGEMENT AND
INFORMATION TECHNOLOGY of course BBA Batch (2021-2024)
has completed his research work titled “minor project report on
marketing strategies of DOMINO’S” under my guidance and
supervision. The work submitted is genuine and authentic.

SIGNATURE OF SCHOLAR
PRAFUL AGGARWAL
ENROLMENT NO: -05490201721

PLACE: DELHI

3
 DECLARATION
I hereby declare that the project work entitled minor project report on
marketing strategies of DOMINO’S submitted to the Guru Gobind
Singh Indraprastha University is record of an original work done by me
under the guidance of Ms. NAVJOT KAUR, faculty member, Sri Guru
Tegh Bahadur Institute of Management and Information Technology

_____________________
SIGNATURE OF SCHOLAR
PRAFUL AGGARWAL
ENROLLMENT NO. 05490201721

PLACE: DELHI

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 INDEX

S NO. TOPIC PAGE NO.

1
Introduction of industry 6-14

2
Introduction to company 15-36

3
Marketing strategy 37-41

4
Research methodology 42-45

5
Findings and conclusion 46-47

6
Suggestions and recommendations 48-49

7
Bibliography 50

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 CHAPTER-1
INTRODUCTION TO INDUSTRY

Fast-food is one of the world's fastest growing food types. It now accounts for
roughly half of all restaurant revenues in the developed countries and continues
to expand there and in many other industrial countries in the coming years. But
some of the most rapid growth is occurring in the developing world, where it's
radically changing the way people eat. People buy fast-food because it's cheap,
easy to prepare, and heavily promoted. This paper aims at providing information
about fast-food industry, its trend, reason for its emergence and several other
factors that are responsible for its growth. concept of fast-food isn't new. Early in
the 19th century, at the start of the Industrial Age when people had to work 12 to
14 hours a day, there was scarcely any time for long breaks for eating. The first
snack bars and kiosks arose in front of factories. Today, quick meals outside the
home have become an essential part of our lifestyle.

What is fast-food?

The term "fast-food" means just that. However, the boundary between fast-foods
and traditional dishes is fluid. In particular, it's difficult to provide a qualitative
distinction because fast-foods can also include salads and fruit in addition to

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classic offerings such as hamburgers, hot dogs, sandwiches, patties, French-fries,
fish and chips, etc. The best way to distinguish fast-foods is to use formal
characteristics: Time required - those who eat fast-foods do not want to spend a
lot of time selecting and eating, and if necessary will eat standing or walking, on
the bus, park bench, or at work. The variety of foods and beverages is usually
very limited Fast-food frequently does not come with knives and forks, making
it "finger food." When silverware, cups and plates are necessary, they are
disposable. The characteristics of fast-food, therefore, are that they require little
time, offer a limited selection, are finger food, and the silverware and plates are
disposable. These characteristics readily illustrate the difference from traditional
dining culture. Many people equate fast-foods with convenience foods. This is
incorrect since convenience products are often eaten at home. They require active
participation because they must be heated, stirred, baked, thawed, etc., and are
supplemented with other foods. There are three general categories of fast-food
businesses: Self-service restaurants with a fast-food palette like McDonalds,
Wendy's, Burger King, Pizza Hut, etc. Take-out (or take-away) businesses that
sell ready-to-eat foods and beverages "on the street corner" Hot-dog stands and
snack stands with counters or a pair of stand-up tables.

The start of fast-food culture

The concept of fast-food pops up during 1920s.The 1950s first witnessed their
rapid proliferation. Several factors that contributed to this explosive growth in
50’s were:

(1) America’s love affair with the automobiles.

(2) The construction of a major new highway system.

(3) The development of sub-urban communities.

(4) The baby boom subsequent to world war second.

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“Fast-food chains initially catered to automobile owners in suburbia. The notion
of "fast" food reflected American culture in which speed and efficiency are highly
prized.”

INDIA – EMERGING MARKET FOR GLOBAL PLAYERS

The percentage share held by foodservice of total consumer expenditure on food

has increased from a very low base to stand at 2.6% in 2001. Eating at home
remains very much ingrained in Indian culture and changes in eating habits are
very slow moving with barriers to eating out entrenched in certain sectors of
Indian society. Traditionally, eating out was looked down upon in Indian society.
The growth in nuclear families, particularly in urban India, exposure to global
media and Western cuisine and an increasing number of women joining the
workforce have had an impact on eating out trends. Increasingly, eating out is
becoming synonymous with entertainment. And very often, it is preferred as a
time-saving option to cooking. Not surprisingly, takeaways are becoming
increasingly popular India is among the top three countries globally having
highest number of people in the spending capacities in the age group of 25-49
yrs. India is placed at the second rank in the 2004 global retail development index
an annual ranking of retail investment attractiveness among 30 emerging markets.
The lack of consolidation and model retail concepts in India presents better
opportunity to global players. Over 400 shopping malls, multiplexes, fast-food
giants, restaurants etc. Are in planning or construction stage across the country
MARKET SIZE & MAJOR PLAYERS

• Dominated by McDonalds having as many as 75 outlets.

• Domino’s pizza is present in around 100 locations.
• Pizza hut is also catching up and it has planned to establish 125 outlets at
the end of 2005.

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 • Subways has established around 40 outlets.
• Nirula’s is established at Delhi and Noida only. However, it claims to cater
50,000 guests every day.

Major players in fast-food are:

• MCDONALDS
• NIRULAS
• PIZZA HUT
• DOMINO’S PIZZA

Multinational fast-food companies have given domestic competition a run for its
money. While McDonalds sells more than Nirulas, Pizza Hut and DOMINO’S
are doing more business than Pizza Corner. Within nine years of their existence
in India since 1996, the multinationals have grown at a faster pace than their
Indian counterparts. According to industry estimates, in 2001, while McDonald's
clocked a turnover of about Rs 125 crore (Rs 1.25 billion), the home-grown
Nirulas, which has been present in the country since 1934, could only garner Rs
100 crore (Rs 1 billion) turnover. Also, both Domino’s Pizza Hut and
DOMINO’S clocked a turnover of about Rs 60 crore (Rs 600 million) but Pizza
Corner lagged behind with a turnover of Rs 25-30 crore (Rs 250-300 million).
The main reason behind the success of the multinational chains is their expertise
in product development, sourcing practices, quality standards, service levels and
standardized operating procedures in their restaurants, a strength that they have
developed over years of experience around the world. The home-grown chains
have in the past few years of competition with the MNCs, learnt a few things but
there is still a lot of scope for improvement. McDonalds has been able to attract
people below 30, DOMINO’S is targeting the 'convenience-seeker.' Nirulas, on
the other hand, is known to appeal more to the 30-plus consumer. Small wonder,
Nirulas has launched its '21' range if ice cream cafes to attract the younger lot.

9
The challenge for the home-grown chains is also to reinvent themselves to appeal
to the younger consumer. However, the domestic chains are at an advantage since
they understand the Indian consumer behaviour and eating habits and their
product offerings have been tailored accordingly. Multinational chains like
McDonalds and Pizza Hut are still on a learning curve trying to customize their
menu to the Indian taste and food preferences. Pizza Hut, for example, launched
its masala range of pizzas and also opened the world's first 100 per cent vegetarian
outlet in India.

Domino’s, on the other hand, has launched its peppy paneer pizza keeping in
mind the Indian taste buds. The food service market in India is estimated to be
around Rs 36,000 crore (Rs 360 billion), of which the urban fast-food quick
service restaurants is around Rs 1,000 crore (Rs 10 billion). This segment is
witnessing high growth of around 25-30 per cent per annum so the market has a
lot of potential to grow.

REASON FOR EMERGENCE

• GENDER ROLES: gender roles are now changing. Females have started
working outside. So, they have no time for their home and cooking food.
Fast-food is an easy way out because these can be prepared easily.
• CONSUMER SOPHISTICATION AND CONFIDENCE: consumers are
becoming more sophisticated now. They do not want to prepare food and
spend their time and energy in house hold works. They are building their
confidence more on ‘ready to eat and easy to serve’ kind of foods
• PAUCITY OF TIME: people have no time for cooking. Because of
emergence of working women and also number of other entertainment
items. Most of the time either people work or want to enjoy with their
family.

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 • DOUBLE INCOME GROUP: emergence of double income group leads to
increase in disposable income. Now people have more disposable income
so they can spend easily in fast-food and other activities.
• WORKING WOMEN: working women have no time for cooking, and if
they have then also, they don’t want to cook. Because they want to come
out of the traditionally defined gender roles. They do not want to confine
themselves to household work and upbringing of children.

CHALLENGES FOR THE INDUSTRY

• Social and cultural implications of Indians switching to western

breakfast-food: Generally, Hindus avoid all foods that are believed to
inhibit physical and spiritual development. Eating meat is not explicitly
prohibited, but many Hindus are vegetarian because they adhere to the
concept of ahimsa. Those seeking spiritual unity may avoid garlic and
onions. The concept of purity influences Hindu food practices. Products
from cows (e.g., milk, yogurt, ghee-clarified butter) are considered pure.
Pure foods can improve the purity of impure foods when they are prepared
together. But now, Indians are switching to fast-food that contain all those
things that are considered impure or against their beliefs. Some traditional
and fundamentalist are against this transformation of food habit and
number of times they provoke their counterparts to revolt against such
foods.
• Emphasis on the usage of bio-degradable products: Glasses,
silverware, plates and cloth napkins are never provided with fast-food.
Instead, paper plates and napkins, polyurethane containers, plastic cups and
tableware, drinking cartons or PET (polyethylene terephthalate) bottles are
used, and these are all disposable. In order to reduce soil and water

11
 pollution, government now emphasis more on the usage of bio-degradable
products.
• Retrenchment of employees: Most of new industries will be capital
intensive and may drive local competitors, which have more workers, out
of business.
• Profit repatriation: Repatriation of profits is another area of concern for
Indian economy. As when multinational enters the any countries, people
and government hope that it will increase the employment rate and result
in economic growth. However, with the multinational operation, host
country experiences these benefits for a short time period. In long run
neither employment increases (because of capital intensive nature of
MNC’s) nor it increases the GDP or GNP because whatever MNC’s earn
they repatriate that profit back to their home country.

PROBLEMS OF INDUSTRY

▪ Environmentally friendly products cost high: government is

legislating laws in order to keep check on the fast-food industry and it is
emphasizing more on the usage of bio-degradable and environment
friendly products. But associated with this issue is the problem that fast-
food player faces - the cost associated with the environment friendly
product. They cost much higher than the normal products that companies
use for packaging or wrapping their products.
▪ Balance between societal expectation and company’s economic
objectives: To balance a society’s expectation regarding environment
with the economic burden of protecting the environment. Thus, one can see
that one side pushes for higher standards and other side tries to beat the

12
 standard back, thereby making it an arm wrestling and mind boggling
exercise.
▪ Health related issues: obesity: ¾ Studies have shown that a typical fast-
food has very high density and food with high density causes people to eat
more then they usually need. ¾ Low calories food: Emphasis is now more
on low calorie food. In this line McDonald has a plan to introduce all white
meat chicken McNuggets’ with less fat and fewer calories.

TRENDS IN INDIAN MARKET

▪ Marketing to children's: fast-food outlets in India target children’s as

their major customers. They introduce varieties of things that will attract
the children’s attention and by targeting children’s they automatically
target their parents because Children’s are always accompanied by their
parents.
▪ Low level customer commitment: Because of the large number of food
retail outlets and also because of the tendency of customer to switch from
one product to other (as food is one area where customer wants to try
everything new that comes to the market), this industry faces low level
customer commitment.
▪ Value added technology services: There is continuous improvement
in the technology as far as fast-food market in India is considered. The
reason behind that is food is a perishable item and in order to ensure that it
remain fresh for a longer period of time, there is a need for continuous
upgradation in technology. Earlier, Indian people prefer eating at home but
now with the change in trend there is also need for improvement and
upgradation of technology in food sector.
▪ Attracting different segments of the market: Fast-food outlets are
introducing varieties of products in order to cater the demands of each and

13
 every segment of the market. They are introducing all categories of product
so that people of all age, sex, class, income group etc can come and become
a customer of their Food.

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 CHAPTER-2
INTRODUCTION TO THE COMPANY

Domino’s Pizza is the second largest franchised pizza chain in the U.S.A., Tom
and James Monaghan bought a small Michigan Pizzeria called Dominick's, which
was jointly run by them until James traded his share for a second-hand car. Tom
revitalized the image by changing the name to Domino’s Pizza. By the late
seventies there were over 200 franchise pizza businesses in the States and
Domino’s Pizza was ready to go International.

In 1983 Domino’s Pizza opened its doors in Winnipeg (Canada), and in the same
year opened its one thousandth store. The locations for Domino’s Pizza grew
quickly. Despite Domino's Pizza springing up diverse locations, they were still a
very traditional company.

Domino's Pizza menu had been kept very simple and streamlined; they only sold
one type of pizza crust which they named the regular pizza. The pizza menu
included just two sizes of dough, it was not until much later that competition
forced them to add a medium and extra-large sized pizza. There were no such
things as side orders you could have Pizza and you could only drink a Coke with
it.

In 1989, Domino’s reacted market demand first time in twenty-five years and
introduced Deep Pan pizza. This move ensured the growth of Domino's Pizza, as
the same year they opened their five thousandth store. In 1992 they were to
introduce the first non-pizza item to their menu; this was obviously a reluctant
move as it was bread sticks. Domino Pizza dough was already on hand and the
making of bread sticks is not so different. For many years the company had
advertised that if the delivery of their pizzas took longer than thirty minutes then
the pizza would be delivered free. This was parodied by the Teenage Mutant

15
Ninja Turtles movie which specified the "pizza dude has 30 seconds" to complete
the delivery. The turtle’s pizza was late and they received a refund of $3 for
"being two minutes late, dude!" However, the benefits to Domino Pizza was
enormous as millions of kids were to hear the name of Domino Pizza endorsed
on celluloid. In 1993 Domino Pizza discontinued this policy and stated that if a
customer was unhappy, they could have a new pizza or a refund.

By 1994 Domino’s Pizza marketing policy widened as chicken wings were

introduced to the menu. At the same time the company hit the African continent
as they opened a store in Egypt.

By 1996 DOMINO’S Pizza website was launched and the company declared
global sales of nearly $3 billion. Despite their reluctance to add a wider range
menu they have as a company given the pizza industry many innovations that
have now become standard. The belt driven pizza oven was the invention of
Domino Pizza and they began using corrugated cardboard delivery boxes which
were very effective at holding the heat within the pizza during the delivery time.
Ever mindful of the fact that a cold pizza must be about the worst dining
experience on earth Domino’s pizza introduced the "Heat Wave," a portable
electrical bag system that keeps the pizza hot during delivery.

HISTORY

Domino's traces its roots to 1960, when Tom Monaghan and his brother, James,
purchased "DomiNick's," a pizza store in Ypsilanti, Michigan. Monaghan
borrowed $500 to buy the store, and in 1961 James traded his half of the business
to Tom in exchange for a Volkswagen Beetle automobile. Tom Monaghan
established the pizza business to support himself while he studied to be an
architect. Soon after, however, he dropped out of school to build the business.

By 1965 Tom Monaghan was the sole owner of the company, and he renamed the
enterprise Domino's Pizza, Inc. As Domino's grew, its success was attributed to

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a simple but powerful idea: Monaghan, who had been raised in Catholic
orphanages and foster homes, believed that people who ordered pizzas were
hungry. To keep them happy a company must not only deliver pizzas, but promise
fast delivery. Domino's went on to guarantee pizza delivery in 30 minutes or less.
That 30-minute delivery philosophy began to blossom in the mid- to late 1970s.
In 1967 the first Domino's Pizza franchise store was opened in Ypsilanti,
Michigan. The franchising concept helped to dramatically accelerate the
company's growth. In 1978 the two-hundredth Domino's store opened, and in
1983 Domino's opened its first international store in Winnipeg, Canada. In that
same year the 1,000th Domino's store opened. In 1985 Domino's opened 954 new
units, making a total of 2,841.

In 1989 Monaghan stepped down as Domino's president for two years to devote
himself to philanthropic work. According to some press reports, the company did
not do well during that time, but after Monaghan's return the company was able
to restore profitability. In 1992 Domino's began the national roll-out of bread
sticks, the company's first national non-pizza menu item. In 1993 Crunchy Thin
Crust Pizza was introduced nationwide. In that same year the company dropped
its 30-minute delivery guarantee in corporate stores following highly publicized
accidents involving Domino's delivery drivers.

ABOUT LOGO

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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.

CHAIRMAN AND BOARD OF DIRECTORS

Chairman (David A. Brandon)

CEO (J. patrick doyle)

Andrew b. balson

Diana f. cantor

Andy c ballard

Gregory A. Troj

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ORGANISATIONAL STRUCTURE

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The company’s organizational structure is divided into two categories-

• Managerial categories

• Non- managerial categories.

The managerial categories have employees who are a part of the management and
play a key role in the organization. The managerial categories include
officer/executive, sr. Executive, Asst. Manager, deputy manager, Manager.

The Non-Managerial categories have employees who help the employees

working in the managerial categories to perform their duty. It includes employee
like floor staff, interns, accountant, sales trainee, sales people etc.

The company’s headquarters is situated at Noida, Uttar Pradesh. All the decision
that is taken by the higher-level regarding policies and other top-level decisions
are taken by the chairman and the Managing Directors at their head office located
in Noida, Uttar Pradesh. Further those decisions are communicated to the regional
offices and then they are worked upon. In the regional offices when they receive
work they delegate it to the concerned people, as the people hired by the
organisations are trained according to their roles and responsibilities for which
they are hired and they know what job are to be performed when they receive a
project.

CS For example, if the regional office receives a task to promote and sell a new
flavour that has been introduced by the company then all the people in that office
coordinate with each other and perform the task. The marketing people take care
of marketing the product in their area; the sales people take care of promoting and
selling the product to the distributor and the retailers. The people in the finance
department take care of the finance part that is required to complete the project.
The manager keeps his bird’s eye over all the task that are performed in the office
and all the people report to the manager regarding the progress. And then the

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manager prepares a report of its progress in his area and sends it to the Deputy
General Manager.

DOMINO’S PRODUCT

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 dessert 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.
[40Historically, Domino's menu consisted solely of one style of pizza crust in two

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sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola as the only soft drink
option. Domino's Pizza in Tel Aviv, Israel A "make line" at a Domino's The first
menu expansion occurred in 1989, with the debut of Domino's deep dish. 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”. Dominos 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.[45]
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 with
warm fudge. Domino's promoted the dessert by flying in 1,000 cakes to deliver

22
at Hoffstadt 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 introducing pan pizza to the menu
on September 24, 2012, and the original Deep Dish pizza introduced 23 years
prior was discontinued in favor of the new pan pizza. In December 2013,
Domino's Pizza in Israel unveiled its first vegan pizza, which uses a soy-based
cheese substitute supplied by the UK company V Bites.

TYPES OF PIZZAS

How many pizza types are there in the world? The real answer will remain a
mystery as there are thousands of pizza types and many more combinations to
experiment with. Pizza stores world over offer a wide variety of pizza types.
Vegetarian pizzas, margherita pizzas, deluxe veggies, cheese & tomato, etc are
some of the popular pizza types that are favourites among the foodies. The cheese
crust pizza is also a very popular pizza type. Apart from these, there are also
several non veg pizza types on the menu. The barbeque chicken pizza, spicy
chicken pizza, non veg extravaganza, etc are some of the most popular non veg
pizza types. Many pizza stores include some toppings that are popular in the local
cuisine, and these local pizza types include the Peppy Paneer pizza, keema do
pyaaza, etc. Pizzas can be classified into different pizza types based on how they
are made – Brick oven pizza – the wood fired brick oven pizza type is the
traditional method of making pizzas and gives a special flavour to it.

Chicago style – This is a deep dish pizza type, which was invented in Chicago.
Lots of cheese is the signature style of this pizza. French break pizza – This pizza
type contains French bread cut in half and topped with pizza toppings Italian pizza
– an oven baked, flat, round pizza type with tomato and cheese. The original
23
pizza. New York style pizza – this pizza type is known for its thin widess slices.
These pizzas are larger, light on sauce and take much longer to cook. Pizzas can
also be classified into different pizza types based on the crust – Thin-crust pizza
– A type of pizza which has a thin, crispy crust. Thick crust pizza - A pizza with
a thick crust. The dough is left to rise in the baking process to result in this bread-
like crust type of pizza. Pan pizza – A pizza type with a thicker crust than any
other, with a wide variety of toppings Cheese crust pizza – what we call at
Domino’s pizza as the Cheese burst pizza, it is the yummiest type of pizza crust
which has cheese stuffed inside it.

BEVERAGES

Domino's serves Coca-Cola products and is the only "Big Four" pizza chain to do
so. Rivals Papa John's Pizza and Little Caesars sold Coca-Cola in the past, but
both switched to Pepsi in 2012 and 2007, respectively. Pizza Hut, due to its
previous ownership by PepsiCo, has a lifetime contract to sell Pepsi products.
Domino's Pizza in Mexico switched to Pepsi in November 2012 and Domino's
Pizza in Pakistan is with Pepsi as well. 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.

24
30-MINUTE GUARANTEE

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 Indiana woman who had been killed
by a Domino's delivery driver, paying the family $2.8 million. In another 1993
lawsuit, 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 awarded nearly $80
million, but accepted a payout of $15 million.

The guarantee was dropped that same year because of the "public perception of
reckless driving and irresponsibility", according to then-CEO Tom Monaghan. 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. The company continues to offer the 30-minute guarantee for orders placed
in its stores situated in Colombia, India, Vietnam, and Turkey. In Malaysia and
Singapore, a refund is instead substituted with a "Free Regular Pizza Voucher".

25
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4
pizzas.

DOMINO’S COMPETITORS

Domino Pizza has established 57 years ago and has its headquarters in Domino
farm located in Ann Arbor, Michigan. This store was founded by two brothers,
James and Tom Monaghan after buying a then famous pizza store known as
Dominick’s. It was later rebranded to Domino’s remained a privet owned
company until in 2004 when it went public and started trading on the New York
stock exchange.

It majorly specializes in pizza delivery and take-out making it one of the highly
ranked pizza restaurants worldwide. It has expanded its service, and it is
estimated that it currently receives approximately 21 million customers every
month. Some of the top Competitors are

1. PIZZA HUT

Pizza Hut is arguably one of the most significant that directly competes with the
brand in the fast-food industry. It specializes in take-out and delivering of pizza
and has established quite a considerable number of stores in the US and other

26
countries including Canada, Mexico, UK, Germany, Spain, and France among
others. In 2016, Pizza Hut was ranked as the leading pizza outlet in the entire
world. It is an indication that it is indeed performing greatly as a brand as well as
a fast-food service provider. Its ability to provide other meals including a
breakfast menu, soft drinks, and Italian cuisines among others is also a plus that
has made it popular with non-Americans.

2)MC DONALDS

McDonald was founded in 1940 by two brothers after opening their first barbeque
food outlet in California, US. A quick transformation that took place in about
eight years changed the entire set up since a production system was introduced
that was able to roll out burgers in fast service style similar to what we are
currently aware of. Since then, McDonald’s has become a household name in
most of the cities across the world. Its locations have expanded with a total
estimated operating income of about $7.8 billion per annum. In the US alone,
McDonald’s covers a market share of about 18% of the fast-food industry making
it a considerable force in the market. Because of its huge distribution and
popularity, McDonald’s is the second largest Domino’s Pizza Competitors. It can

27
be said to be an indirect competitor because it does not make Pizzas. However, it
is a direct competitor when comparing the fast-food industry.

3. KFC

It refers to Kentucky Fried Chicken. As the name suggests, it was founded in

Kentucky and also majored in serving fried chicken as the main meal across all
its outlets. It is among the prominent US-based fast-food outlets that record high
sales volume and comes second after McDonald’s. It continued expansion in
different parts of the world has seen it growing its revenue both brand value and
operating income in the last decade. Since it’s known for its trademark fried
chicken menu, KFC has however diversified and include quite a good number of
fast-foods in their options. KFC is also regarded as a significant competitor in this
industry due to its several locations and quality consistency. They not only sell
chicken, but also other food like salads and french fries. it is the world's second-
largest restaurant chain after McDonald's.

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4) PAPA JOHN’S PIZZA

Papa John’s Pizza is currently among the top Domino’s competitors in

the market. It deals with delivering of pizza to various clients by the
orders made as well as take-out. It is a massive American franchise that
has spread its outlets in different cities within and outside the USA.It is
gradually commanding a leading role in this particular industry
competing with some of the established brands such as McDonald’s.
Papa John’s Pizza is committed to excellent service delivery and was
ranked in 2015 and 2016 among the top quick-service restaurants that
offer fantastic customer satisfaction in the market. It is an illustration
that this entity is a force to reckon with in the industry and should
never be overlooked. Its pizzas proved sufficiently popular that a year
later he moved into an adjoining space. Dipping sauce specifically for
pizza was invented by Papa John's Pizza that same year, and has since
become popular when eating pizza, especially the crust.

29
5) SUBWAY

Subway is a US-based fast-food restaurant chain that was established by Peter

Buck and Fed DeLuca in 1965. It is famous for its trademark six-inch foot long
submarine sandwiches which it used to serve to clients. It has worked its way to
become one of the most valuable brands in the fast-food industry. In the global
market, the subway is one of the largest restaurant chains that recorded high sales
and revenues, especially in the last decade. It is attributed to the fact that it is
growing as a brand since more and more outlets are opening under its stable in
different parts of the world. Burger King Corporation, restaurant company
specializing in flame-broiled fast-food hamburgers. It is the second largest
hamburger chain in the United States, after McDonald’s, and one of the most
successful brands in fast-food history. In the early 21st century, Burger King
claimed to have about 14,000 stores in nearly 100 countries. Headquarters are
in Miami, Florida.

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6.BURGER KING

Burger King is an American-based fast service food outlet chain that operates
fast-food joints worldwide. It became a privately-owned company in 2010 after
it was purchased by 3G Capital, an investment firm. Burger King has also risen
to become one of the most renowned quick-service brands in the world. It is
estimated that it serves more than 50 million customers every month, a clear
indication of the reputation it has and the reasons why its continuous expansion
in different countries is inevitable. But it should also be noted that Burger King
experienced an annual reduction in revenue from 2009 to 2014 but started to
resurge partly in 2015 and 2016. Like McDonalds, Burger King has huge plans
on expansion and its burgers are loved by people. Hence Burger king is one of
the fastest rising Domino’s Pizza Competitors.

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7) CHIPTOLE

Just like Taco Bell, Chipotle is also fast-food restaurant chain that specializes in
serving a wide range of Mexican cuisine. The only difference is that Taco Bell is
headquartered in California whereas Chipotle is headquartered in Denver,
Colorado. It was founded by Steve Ells in 1993 and has continued to carve its
niche in this particular industry to become one of the highly regarded fast-food
joints. What sets Chipotle aside from its competitors is that fact that specializes
in offering fast-food that meets the quality standards, which is inspired by the
commitment of the establishment. It has also been able to expand to different
locations within and outside the US making it among the top players in this
industry.

8) WENDY’S

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Wendy’s is a US-based quick-service chain of restaurants that was formed by
Dave Thomas in 1969. Initially, Wendy’s specialized in serving a combination of
classic burger and fries. It, however, added more items on its menu to include
breakfast menu, chicken sandwiches, and salads for much more. Between 2009
and 2013, Wendy’s experienced massive loss regarding revenue. It was attributed
to the sale of company’s-owned units to franchise units as well as high prices of
beef. The figures have continued to dwindle to 2016. All these, however, have
never compromised the quality that this brand has on the market, and it continues
to expand in different countries.

ADVERTISING AND SPONSORSHIP

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 catchphrase
associated with the commercials was "Avoid 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 March 31, 2009 and promised to reimburse store owners for the
pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie
Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up with
NASCAR for a multi-year partnership to become the "Official Pizza of

33
NASCAR." Domino's also sponsored Michael Waltrip Racing and driver David
Reutimann during the 2007 season in the NASCAR Sprint Cup Series.

SWOT ANALYSIS

Strengths in the SWOT analysis of DOMINO’S

• Brand Recall: High brand recall due to its regular advertising with
taglines such as ‘30 minutes Nahi to free’. Such aggressive marketing has
created awareness & a promise for the brand in the market.
• Fantastic channel network: With its 9000 franchise & company owned
outlets DOMINO’S has extensive network spread over more than 60
countries.
• Quick service & deep menu: Quicker than expected service delights
the consumers and helps the company to differentiate itself from others. In
India Domino’s is trying to attract the middle class and lower middle-class
people who are interested to spend their money on pizza but in low price.

34
 Those people are eager to go for an outing in any festival and want cheap
and best family restaurant. Domino’s would be most preferable.
• Low-cost alternative: They do not need high class Ambiance or
amusement in the shop so the establishment cost is low for the dealers and
the price of pizza is very reasonable for the customers.
• Healthier alternatives: To combat health awareness among consumers,
DOMINO’S is trying to change their dough by having healthier fats, which
is done by incorporating more whole wheat into their crusts. The pizza
toppings are also becoming healthier, and some pizzerias are introducing
salads into their menus.
• Efficient supply chain: Due to its efficient supply chain DOMINO’S
has made it possible for quicker service so that customers don’t have to
wait for long. The preference of DOMINO’S is because the customer can
have home delivery within 30 minutes. Making a small breakfast at home
itself takes 15 minutes.

Weaknesses in the SWOT analysis of DOMINO’S

• Operations: Large number of franchised outlets results in difficulty in

handling operations. Quality control too becomes challenging. Due to this,
some of the DOMINO’S outlets got closed affecting the image of the
brand.
• Decreasing sales in mature markets: Due to rise in health-conscious
population there is decrease in revenue affecting the business as a whole.
• Low staff retention: High attrition due to the absence of proper training
& development is a major challenge for DOMINO’S. Plus, the manpower
employed is also unskilled so they quickly change jobs when they cannot
adjust to the hectic environment.
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 • Lesser number of eateries: DOMINO’S has more delivery outlets then
eating joints which is a problem especially in places like malls and other
locations where clearly customers want a sitting place.

Opportunities in the SWOT analysis of DOMINO’S

• Market Expansion: Expanding to the developing markets will be
beneficial as far as Pizza industry is concerned, as developed markets are
maturing. Targeting the developing economies should be the future
strategy of the company.
• Penetration: Strengthening its outlet network by further penetrating the
current market will help DOMINO’S to increase its revenues.
• Health-conscious eatables: Introducing health conscious menu with
new flavour additives which is low in fat will result in increasing it
revenues in future.
• Restaurants: By introducing exclusive DOMINO’S restaurants in cream
areas will help the brand with more brand recognition and will also help in
getting the customers who like to eat outside in plush restaurants.

Threats in the SWOT analysis of DOMINO’S

• Direct and Indirect Competition: Intensive competition from the local

& national players like “Pizza hut”, US pizza and more. In fact, Indirect
competition is more from the likes of McDonalds and KFC wherein
customers prefer burgers over pizza.
• Changing Consumer Eating habits: With government & NGO’s
concentrating more on health awareness, people are becoming more aware
of what to consume & what to avoid which is affecting the business of
DOMINO’S.

36
 • Cost: As the cost of vegetables and raw materials rises, the cost of
maintaining the pizza chain also goes up. Plus, competition affects the
bottom line of the company. Thus, managing the cash flow becomes

CHAPTER-3

MARKETING STRATEGY OF DOMINO’S

Founded in 1960, Domino’s is the leading Pizza Company of the world with more
than 10,800 Company owned & franchised outlets. With its presence across 5
continents covering more than 70 countries it has garnered a market leader
position specifically in the Pizza market. Its low-cost infrastructure investment &
franchisee owned business model is making their business more viable than the
competitors.

MARKETING MIX

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The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix – Price, Product, Promotion and Place. The Marketing mix is a set of four
decisions which needs to be taken before launching any new product. These
variables are also known as the 4 P’s of marketing. These four variables help the
firm in making strategic decisions necessary for the smooth running of any
product / organization.

Product – What the company is

manufacturing?

Price – What is the pricing

strategy used by the
company?

Place – Where is the company

selling?

Promotions – How is the

company promoting the
product?

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Segmentation, targeting, positioning in the Marketing strategy of
DOMINO’S

When Consumers hear the name Domino’s they are able to associate it with “30
minutes delivery guarantee”. This is one of the most popular campaigns of
Domino’s highlighting what Domino’s stand for – Fast delivery with excellent
taste.

It segments its offerings based on demographic and geographic factors, for e.g.-
it has localised its menu when it entered in India. Domino’s understands that cow
is sacred here so DOMINO’S replaced pepperoni, beef-based toppings with spicy
chicken sausage topping.

It uses differentiated targeting strategy to serve the market based on the taste &
preferences. DOMINO’S have been successful so far in positioning itself as a
Pizza brand having competitive pricing and varied options to choose from.

Competitive advantage in the Marketing strategy of DOMINO’S

❖ Supply chain – Vertical integration across the supply chain has helped
the company in aligning its resources and controlling the cost structure so
as to be competitive in the market & at the same time emerge as most
preferred Pizza provider.
❖ Fast Delivery – Whether you have the mouth-watering Pizza at their
outlets or get it delivered at your place, one can always count on
DOMINO’S for its quick delivery services which have helped the company
in improving its value delivery process. It even brought in packaging to
prove that its pizza is delivered Hot.
❖ Low-cost outlets – It is one of the major cost components making their
business viable as compared to the rival Yum brand’s outlets. There is no
outlet of Domino’s which is premium designed with plush interiors.

39
 Instead, the outlets promote faster consumption so that people can order,
eat and move on. Pizza is promoted exactly for what it stands for – Fast-
food.

BCG Matrix in the Marketing strategy of DOMINO’S

DOMINO’S have both Veg & Non-Veg Pizza in its menu with options of
different toppings to choose from.

Though they offer both Veg & Non-Veg Pizza, DOMINO’S Veg menu is more
popular and hence it is Star in BCG matrix. With Domino’s almost taking away
the market share of Pizza’s from Pizza hut, non veg pizzas are in fact a cash cow
for Domino’s (at least in India) because veg pizzas have a lot of local competition
but there is very less competition for Non veg pizzas.

Distribution strategy in the Marketing strategy of DOMINO’S

Strategically located DOMINO’S outlets and vertically integrated value delivery

system had helped DOMINO’S to serve its customer in best way. Decrease the
turn-around-time (TAT)/waiting period is the major advantage that DOMINO’S
have over its competitors.

40
It has company owned dough manufacturing facilities in some countries while in
other countries it works with master franchises to stream line its supply chain.
Like Jubilant Food Works have master franchisee of Domino’s Pizza in Sri
Lanka, India, Nepal & Bangladesh.

Brand equity in the Marketing strategy of DOMINO’S

DOMINO’S have been successful in being top of the mind brand in the Fast-food
industry. In year 2009 it has released its video under “Oh yes we did” campaign
claiming it as a turn around strategy where different stakeholders explained how
they handled the critics. Company also communicated through it the innovating
strategies they are following to cater the customers changing needs.

“30 minutes guaranteed delivery or free” is all-time popular campaign that helped
the company increase its awareness across the geographies & demographics.
Currently, in 2016, the brands ranking is 301 in the global brand ranking of
Forbes. Pizza hut is also close with a ranking of 355.

Competitive analysis in the Marketing strategy of DOMINO’S

Pizza industry is over crowded with local & international companies like Pizza
hut, Papa Jones, Toppers, Greco etc., eating up each other’s market share.
DOMINO’S with their online discount offers and on time delivery is able to have
the high market share in most of the countries.

It has eaten away the competition by focusing on two main things – Far and wide
distribution, and faster deliveries. Domino’s recently also launched the Pizza
Burger to take on the popularity of McDonalds.

Market analysis in the Marketing strategy of DOMINO’S

Due to the presence of various fast-food options, it is difficult for the Pizza
companies to increase the customer base whereas at the same time increase its
market share. In developing nations it is tough for the companies like DOMINO’S
41
to increase the market size due to several factors like Low per capita income,
poverty level, literacy level & standard of living.

DOMINO’S stores are strategically located to cater the needs of the large areas
of nearby localities so as to keep the infrastructure cost low. Also promoting
online sales channel through offering discounts is helping the company to

• Increase the customer satisfaction level by offering convenience.

• Cost control
• Customer analysis in the Marketing strategy of DOMINO’S

Customer of DOMINO’S varies geographically across the world. In developed

nations like US, UK etc. consumers are of all age groups whereas in developing
nations like India majority of customers are younger generations in the age group
of 20-40 years.

Further more, health consciousness is definitely affecting the consumer psyche

as people are looking for healthier options such as Subway or others which are
lesser in calories as compared to a complete pizza.

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 CHAPTER-4

RESEARCH METHODOLOGY OF DOMINO’S

MEANING OF RESEARCH METHODOLOGY

Research methodology is a way of explaining how a researcher intends to carry
out their research. It's a logical, systematic plan to resolve a research problem. A
methodology details a researcher's approach to the research to ensure reliable,
valid results that address their aims and objectives.

Methodology is the systematic, theoretical analysis of the methods applied to a

field of study, or the theoretical analysis of the body of methods and principles
associated with a branch of knowledge. It, typically, encompasses concepts such
as paradigm, theoretical model, phases and quantitative or qualitative techniques.
A methodology does not set out to provide solutions but offers the theoretical
underpinning for understanding which method, set of methods or so called ―best
practices‖ can be applied to a specific case. It has been defined also as follows:

1. "The analysis of the principles of methods, rules, and postulates employed by

a discipline".

2. "The systematic study of methods that are, can be, or have been applied within
a discipline".

3. "The study or description of methods".

OBJECTIVES OF STUDY
1. To study the various products of DOMINO’S.

2. To study the various uses of all the products.

3. To study the overall position of DOMINO’S.

43
4. To analyse the factors influencing customers to buy DOMINO’S products.

DATA COLLECTION
Data Collection helps your team to assess the health of your process. To do
so, you must identify the key quality characteristics you will measure, how
you will measure them, and what you will do with the data you collect.
Data Collection is nothing more than planning for and obtaining useful
information on key quality characteristics produced by your process.
However, simply collecting data does not ensure that you will obtain relevant
or specific enough data to tell you what is occurring in the process.

➢ PRIMARY DATA:
It is the data collected by a person for his own use obtained from the
findings. this is considered to be the first hand information .these are those
data which collected by us to meet our own specific purpose.

➢ SECONDARY DATA:

Secondary data is the data that has already been collected through primary
sources and made readily available for researchers to use for their own
research. It is a type of data that has already been collected in the past.

A researcher may have collected the data for a particular project, then made it
available to be used by another researcher. The data may also have been
collected for general use with no specific research purpose like in the case of
the national census.

44
EXAMPLE OF SECONDARY DATA:

• Books

Books are one of the most traditional ways of collecting data. Today, there are
books available for all topics you can think of. When carrying out research,
all you have to do is look for a book on the topic being researched, then select
from the available repository of books in that area. Books, when carefully
chosen are an authentic source of authentic data and can be useful in preparing
a literature review.

• Published Sources

There are a variety of published sources available for different research topics.
The authenticity of the data generated from these sources depends majorly on
the writer and publishing company.

Published sources may be printed or electronic as the case may be. They may
be paid or free depending on the writer and publishing company's decision.

• Unpublished Personal Sources

This may not be readily available and easily accessible compared to the
published sources. They only become accessible if the researcher shares with
another researcher who is not allowed to share it with a third party.

For example, the product management team of an organization may need data
on customer feedback to assess what customers think about their product and
improvement suggestions. They will need to collect the data from the customer

45
service department, which primarily collected the data to improve customer
service.

IMPORTANCE OF SECONDARY DATA:

• Compared to primary data, secondary data is less critical, but it has its
significance.

• There are certain circumstances where you can’t get any means to
collect the primary data; that time, it will be beneficial to make use of
secondary data.

• Sometimes even though you have primary data, respondents are not
ready to share that data in such situations also secondary can help you
in overcoming the challenge you’re facing.

RESEARCH DESIGN ―A research Design is the arrangement of condition

for collecting and analysis of data in a manner that aims to combine relevance to
the research purpose with economy in procedure.

Limitations

a) Secondary data may be incomplete and lack of accuracy .

b) Secondary data is not specific to the researcher’s needs due to the fact that it
was collected in the past for another reason. That is why the secondary data might
be unreliable for your current needs.

c) Time frame which is required was not enough to survey more number of
outlets.

46
 CHAPTER-5
FINDINGS AND CONCLUSIONS
✓ They have proper medical aids facility for their employees.
✓ They have setup the fire control system.
✓ For the future benefit of employees, they have maintained provident fund.
✓ There are 12 working hours in a day and they provide the half hour lunch
time to the workers twice a day, but since it’s a 24*7-hour service, some
employees remain ON DUTY.
✓ They have maintained proper ventilation system for the employees.
✓ They have provided labour as well as staff rooms to the workers.
✓ They have setup proper lightning system for the employees.
✓ Restaurant environment and flooring was attractive.

47
 ✓ They follow monthly salary basis.
✓ They provide proper and regular training to the employees.

48
CONCLUSION

As there is more than one provider of the same product in the market, generally
people get confused among various varieties of products that are available in the
outlets. Also , as the price variation is very negligent, there is every possibility
for the customers to choose the best in quality and not in price. DOMINO’S
having the first mover advantage of introducing various products and innovating
pricing strategies is still unable to capture more market share. This project
provides with the ways in which DOMINO’S can go ahead its competitor and
help in more customer satisfaction.

DOMINO’S is known for its best services. We can summarize that DOMINO’S
being one of the pizza giants can continue to be the best by maintaining its quality
in consistency of taste, ambience and all that can capture the untapped market by
implementing TQM, which is one of the best ways to gain customer satisfaction.

From the above study, it was observe that most of the customers preferring
DOMINO’S pizza are females of the age group between 20-30 years and people
also come for passing their time. based on these observations, we can also
conclude that DOMINO’S can capture the unoccupied market and take an
opportunity to take the advantage of introducing products of such sort that
captures the rest of the market.

49
 CHAPTER-6
SUGGESTION AND RECOMMENDATION

Domino’s is known for their best services. Domino’s commitment to home

delivery pizzas has kept them up to the level as customers perceive and at the
same time they have kept a good customer loyalty. Their Information System is
also very effective and efficient. It is also complex but this complexity helps them
to manage the information which is entered at one place but can be viewed by
four departments whenever they want to. Their information is processed very
smoothly. With the help of this information system only they can guarantee their
30-minute or else free delivery because using this system the cooks and the
delivery men know when the order was placed and by what time it should be
delivered to the customer.

The suggestion to DOMINO’S are as follows:-

▪ As the world is based on survival of the fittest, so the DOMINO’S has to

be competitive in market for its own establishment.
▪ It should reduce its service charges.
▪ It has to expand its delivery area.
▪ Maintain consistency in taste and quality of products.
▪ Include more items in its product line like a burger.
▪ The DOMINO’S should give more discount coupons.
▪ Include more promotional and advertising measures to increase its sales or
to market share.
▪ The soft drinks provided in DOMINO’S are more of ice and less of cold
drinks.
▪ One thing more DOMINO’S should start is giving customized waiter
service instead of self service.

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 ▪ Satisfying a customer is a 24*7 job for any industry and can be achieved
by implementing a tool called Total Quantity Management. Total quality
is a description of the culture, attitude and organisation of a company that
strives to provide customers with products and services that satisfied their
needs.

RECCOMENDATION

• Domino’s should reduce prices to survive competition.

• Domino’s should advertise in order to let more and more people know
about it and increase its selling.
• Since it caters to youngster, it is recommended to keep the ambience and
music of their taste to best serve them so that they spend more time and
money than they spend currently.
• Domino’s should increase its outlets keeping in mind the customer’s
convenience.
• Domino’s should work upon its marketing strategies where it is lagging
behind Domino’s should increase its menu variety if it intends to increase
their target audience.
• Domino’s should go for music or lounge café so as to meet the demand of
people.

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 CHATER-7

BIBLIOGRAPHY
NAME OF SITES

o https://muhamadamru.wordpress.com/2013/10/12/introd
uc tion-operation-management-with-pizza-hut-case-for-
final- paper-om-subject/
o www.DOMINO’S.co.in/
o http://www.bloomberg.com/research/stocks/private/peopl
e
o https://www.slideshare.net/divyanshidayalani/introductio
n-of

BOOKS

o Marketing Management – Philip Kotler

o Research Methodolog- Kothari

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