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SUBMITTED BY : DIMPLE GROVER (06)
PRANEET RANJAN (23) ARIJIT CHOWDHURY (30) ROHAN NAGAR (36) AYUSH SHUKLA (40) ROHAN MALHOTRA (44)
. boneless chicken. Domino's faced a lawsuit by Amstar Corporation. In 1975. states. Inc.S. The company logo was originally planned to add a new dot with the addition of every new store. a federal appeals court found in favor of Domino's Pizza. purchased Dominick’s a small pizza store in Ypsilanti. History : In 1960. James. Michigan. Is an international pizza delivery corporation headquartered in Ann Arbor. the franchise opened its 200th store. Inc. salads. Michigan. cheesesticks. Tom Monaghan renamed the business Domino's Pizza.By 1978. pasta. breadsticks. in 1965. alleging trademark infringement and unfair competition. On May 2. The menu features pizza. In 1967. Eight months later. As sole owner of the company. 1980. United States. The deal was secured by aUS$75 down payment and the brothers borrowed $500 to pay for the store. wings. the first Domino's Pizza franchise store opened in Ypsilanti. and a variety of dessert items.About Dominos Pizza: Domino's Pizza. maker of Domino Sugar. oven-baked sandwiches.000 corporate and franchised stores in 60 international markets and all 50 U. but this idea quickly faded as Domino's experienced rapid growth. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. Domino's is the second-largest pizza chain in the United States and has nearly 9. Tom Monaghan and his brother. James traded his half of the business to Tom for a used Volkswagen Beetle. Founded in 1960.
The operating profit has been $195 million during 2008.500 people are employed at the Domino’s Pizza Inc. Domino’s Pizza Inc. Currently about 10. 21. reported an increase of 0. efficient and effective supply chain management enables it maintain its goodwill and promises.5% in net profit has been reported during the year 2008 over the previous year. Weaknesses : The company is faced with crucial issues of weakening bottom lines due to slow growth and decline in the sales. The Domino’s Pizza Inc. 9. it has been reported that in UK.5% drop down in operating profits and about 64.8% of the domino’s pizzas have been delivered through online orders paced on the web. It owns a well-knitted network of both company owned as well as franchise stores worldwide. Its extensive distribution channels add to its plus points.3% decrease in net profits was recorded. Domino’s Pizza Inc.SWOT Analysis of Dominos Pizza : Strengths : Domino’s Pizza Inc. In the global era of e-commerce and online shopping it has enabled to keep pace with the technology by offering online menus. The net profits during the fiscal year 2008 were worth $54 million.6 % in its operating profits during the fiscal year 2008 a compared to the previous year. It is one of the leading and most popular pizza delivery companies in the USA. An increase of 42. . click order placement services etc. The 8773 global outlets are spread across all the USA’s states and the 60 countries of the world. The company experienced decline in its operating and net profits during the year 2007 as compared to the previous year’s reports. currently operates in more than 60 countries across the globe. The intelligent marketing strategy of heavy advertising is a key strength to make its brand image retained and differentiated in the minds of its customers. strong brand equity gives it a competitive advantage over other industry players.
is the increasing consumer awareness about the he harmful health implications associated with high calorie fast food items. flavors and preservatives added to these fast foods. oil. like all other fast food restaurants. . Especially introduction of new flavor additives and pizza toppings that are region specific can be a good stride for Domino’s. In addition to this there are other researches showing the potential harmful effects associated with the artificial additives. Threats : The major threat to Domino’s Pizza Inc. are greatly affected to reach its claim. Intensive competition and franchise management which vary withcurrency fluctuations pose a threat to the company. sugars and sodium etc pose a threat to Domino’s.Opportunities : There are favorable market expansion opportunities for Domino’s Pizza Inc in India and China where currently it have very few franchises moreover new product development by introducing new products in the current menu are a step that can be taken. where there is unruly traffic system. The researches in the health sector about the fast food products being saturated with fats.. The distribution network should be further strengthened so as to ensure market penetration in the existing markets at maximum optimum levels. Apart from that Domino’s operations in countries like India.
They are also indicators of market share and share of wallet. usage. . Creation of brand awareness is the primary goal of advertising at the beginning of any product's life cycle in target markets. These brand tracking measures. Usage : This can be measured through recency.and non-product related attributes and benefits. and product category. perceptions. tell us about consumer shopping behavior and preferences. A brand that it is easily recalled in certain situations is more likely to be considered for purchase than one that is only recognized when it is prompted to the consumer. and purchase intent in brand tracking studies. Many times. advertising and promotional programs. All of these calculations are. attitudes towards a brand go beyond the product to include attitudes toward the company. WHAT SHOULD BE TRACKED? Each brand faces different issues. They allow marketers to monitor a brand’s health and adjust marketing programs. which often required customized tracking surveys. Brand awareness means the extent to which a brand associated with a particular product is documented by potential and existing customers either positively or negatively. Brand Attitudes and Perceptions: this is usually captured through questions related to brand image and associations that consumers develop based on their experience with the brand and exposure to its message through PR. and total spending in the brand. at best. as well as perceptions related to price and value. Brand associations include beliefs about product. Awareness: This is often tracked through measures of brand recall &recognition. Some brand associations are stronger than others. In fact. Nonetheless. approximations. brand attitudes. are more easily recalled and are appealing enough that they become a driver in a consumer’s decision to buy a brand. brand awareness has influence on buying behaviour of a buyer. frequency of usage. According to the survey done maximum number of people are aware of Dominos and when it comes to recalling Indian fast food joints Dominos is the one which always strikes peoples.Brand Tracking Studies: Brand tracking studies are an important tool in the day-to-day decisions brand managers make. at Relevant Insights we always recommend our clients to include measurements of awareness.
target market or usage situations 2. efficiency & empathy 4. so they can be predictive of actual purchase behavior. BRAND FEELING Emotions evoked by a brand can become so strongly associated that htey are acessable during product consumption and use. Product reliability. Directly: from consumers own experiences & contact with product. what they hear about a brand from others andwhat the firm can tell customers about the brand in their communications: Designing & delivering a product that fully satisfies consumer needs and wants is a prerequisite for successful marketing. Fun . There are mainly 5 important types of attributes and benefits that often underlie brand performance: 1. Primary ingredients & supplementary features 2. Style & design 5. rather than what they think brand actually does. These questions should be put in context regarding specific product or brand. Imagery associations can be formed: 1. durability & service 3. this is how a brands feeling can by checked.Purchase intent: Measures of likelihood to buy a brand or switch to a competitor are also indicators of brand health and should be part of brand tracking studies. Price BRAND IMAGERY Brand imagery is how people think about a brand abstractly. because it is the primary influence on what consumers experience with a brand. Warmth 2. brand. Indirectly: depiction of these same considerations as communicated in brand advertising or by some other source of information. Service effectiveness. channel. BRAND PERFORMANCE Product itself is at the heart of the brand equity. reason for the purchase. There are mainly 6 types of brand building feelings: 1. price and other relevant factors to the purchase decision. time.
Self respect BRAND RESONANCE Resonance is characterised in terms of intensity. as well as the level of activity engendered by its loyalty.3. Level of competition in product category: highly competitive product categories. Fortunately. where new products and competitors are constantly trying to break in. However. this type of brand tracking may not be feasible due to budget and resources constraints. quarterly. . Stability of brand associations: brands with an established image that don’t change much over time. Social approval 6. WHEN AND WHO TO TRACK? Brand tracking studies usually involve collecting quantitative data from consumers on a regular basis. tracking at specific time intervals (monthly. Excitement 4. Brand tracking studies are usually conducted with current customers.) can be equally effective. annually. Security 5. can be tracked less often. Frequency of product purchase: long purchase cycles can be tracked less frequently. should be tracked regularly. One way to do it is to continuously collect information. Marketing activity in the product category: product categories with a lot of marketing activity should be monitored more often. or depth of the Psychological bond that the customers have with the brand. etc. which provide a more representative picture of how the brand stands and allow us to control for unusual marketing activities during the analysis. but monitoring non-users of the brand can prove to be invaluable to the development of acquisition and market penetration strategies.
HOW TO INTERPRET BRAND TRACKING MEASURES? Although for comparison purposes brand tracking measures tend to stay the same over time. . so “good” levels for any metric differ across industries and product categories. it may be difficult to get very high levels of awareness and strong brand associations. so they don’t become unable to capture important shifts in the market due to changes in sociodemographic trends. Another issue with brand tracking measures is defining what constitutes the desirable level of specific metrics. each brand tracking study should be customized to capture the brand associations that contribute the most to brand equity and the marketing activities supporting the brand . Is a 70% level awareness good enough? It depends on the product category and the competitive environment. competitive landscape and economic macrotrends. Finally. they should be revised from time to time to assess their reliability and sensibility. In low-involvement product categories and those with many competitors. The goal is to identify key drivers that make a difference on consumers’ brand choice and purchase behavior and develop marketing tactics that lead to brand growth.
Which of the following you consider going to maximum number of times? Dominos Pizza hut KFC Mc Donalds How would you rate the following fast food joints? ( Give ranking – 1= least. Do you like having fast food? Yes No 2. 4. . 5 = maximum important ) Ambience Interiors Service Food quality Price Variety 3. 5= maximum ) Dominos Pizza Hut KFC Mc Donald’s Which factors affect you while choosing it to dine in a food joint? ( give ranking 1= least important.Brand Tracking Survey DOMINOS Name: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Age: _ _ _ _ _ _ _ _ _ Sex : M / F Profession: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 1.
Are you satisfied with the 30 minutes home delivery of Dominos and the food is served as good as when you dine in? Yes No 12. 7. What do you like the most about Dominos? ( give ranking – 1 = least. 8. 5= high value ) 6. 10. 5 = most ) Price Quality Ambience Service Variety 11.5. To what extent does Dominos offer advantages to other brands? High Medium Low . How often do you visit Dominos? Twice in a week Once in a week Twice in a month Once in a month Occasionally Do you think Dominos offers variety in its food items? Yes No May be Do you think Dominos delivers the best pizza in the town? Yes No Do you think Dominos is consistent in delivering its food quality? Yes No How good value is Dominos? ( give ranking – 1 = less value. 9.
according to your personal choice for Café Coffee Day? (1= Bad and 5= Excellent) QUESTIONS 1 1.13.) DELIVERY OF PRODUCTS *(1=very slow & 5= quick).) TASTE & QUALITY RATINGS 2 3 4 5 Pizza Other Drinks Pastas Desserts o o o o o o o o o o o o o o o o o o o o 2.) PRICE Pizza Other Drinks Desserts Pastas o o o o o o o o o o o o o o o o o o o o 3.**(1=inconvenient & 5= very convenient) Order Time* Delivery Time* Order Process** Delivery Process** o o o o o o o o o o o o o o o o o o o o . Please rate the following..
) AMBIENCE Furniture & Décor Colors & Lightning Comfort & Feel Other Entertainment o o o o o o o o o o o o o o o o o o o o 14. Would you like to recommend Dominos to others ? Highly recommendable Recommendable Less recommendable Not worth 15. If you switch to another food joint other than Dominos.. . Dominos is : Innovative Trustworthy Likeable Concerned about their customers Concerned about the society as a whole Admirable Hygienic 16.) STAFF Behavior Manners Helpfulness Service o o o o o o o o o o o o o o o o o o o o 5.4. the reason would be ……………………………………………………………….
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