Report on

Service marketing strategy of Domino’s pizza (Manewada

branch)

Submitted by:

Dhiraj Banewar

Aditya Patil

Submitted to:

Prof. Shravan Chandak

Department of management and technology

Shri Ramdeobaba College of engineering and
management, Nagpur

2019-18
INTRODUCTION
Domino's Pizza, (simply known as Domino's) is an American restaurant
chain and international franchise pizza delivery corporation
headquartered at the Domino Farms Office Park, United States, near
Ann Arbor, Michigan.
Founded in 1960 by Tom monaghan, Domino's is the second-largest
pizza chain in the United States (after Pizza Hut) and the largest
worldwide, with more than 10,000 corporate and franchised stores in
70 countries. Domino's Pizza was sold to Bain Capital in 1998 and went
public in 2004.
Industry trade publication Pizza Today magazine named Domino's Pizza
"Chain of the Year" in 2003, 2010, and 2011.
Jubilant food works limited, jubilant Bhartiya group company hold the
master franchise rights for India, Nepal, Sri Lanka and Bangladesh.
Domino’s entered in India in 1996 by opening their first outlet in Delhi.

LOGO: The dots in the Domino’s Pizza logo actually represent the first
three Domino’s Pizza restaurants opened. The current Dominos logo
was created in early 2012. This logo kept the famous dominos icon, but
removed the word pizza from the slogan, only showing the company
name Dominos. This showed how powerful the Dominos brand has
become.
SERVICE MARKETING MIX (7 P’s)
 PRODUCT
 PRICE
 PLACE
 PROMOTION
 PEOPLE
 PROCESS
 PHYSICAL EVIDENCE

PRODUCT

1. PIZZA PRODUCTS
 They have a wide range of products in pizzas.
 There is a selection between vegetarian and non-
vegetarian.
 They are divided into three categories Regular, Medium and
Large.
2. SIDE DISH PRODUCTS
 Although dominos is started and known for pizza, as the
times changed their side dishes made it compulsion in their
meal.
 Garlic Bread made a revolution and it had been the most
selling dish after pizzas in it.
 Cheesy Dips are a very good compliment to all the side
dishes in this place.
 Lebanese rolls, Tacos, Baked chicken, chicken strips and
Pasta selections are added advantage to their Menu.
3. DESSERT PRODUCTS
 One cannot end their meal without having the Choco Lava
Cake and Butterscotch Mousse Cake which is recently added
 to confuse the consumers what to select among the provided
two desserts.
4. BEVERAGE PRODUCTS
 Dominos are having a tie up with Coca cola Beverages and Red
Bull Beverages Industries for 50 Years.
 In their every outlet they provide all the coca cola beverage
products and Red bull energy Drinks.

PRICE

 Dominos are having an excellent pricing strategy.

 Their menu card clearly describes their pricing in detail, so as to
be easy for the consumer.
 TAXATION
a) Dominos clearly mention that their prices that are in the
menu card are exclusive of taxes.
b) They add 5.6% Service Tax and 14.5% VAT to the sub total.
(Currently under GST slab of 18%).
c) After the total is displayed and the total figure is irregular,
they add or subtract the irregular figure and round off the
total to make it easy to the customer.

PLACE

 Dominos is always located near to the main stream of the roads of

the city or the locality.
 All across the globe they are having 13000+ outlets.
 Their target market is all range customers.
 They don’t have very big outlet but they maintain their outlet very
neat, clean and tidy.
PROMOTION

Dominos promote their brand in many ways:

 Leaflets and Discount coupons
 Mobile messaging
 Mail
 Mobile App Offers
 Special Discounts
 Sponsorship to Sports and Movies
 Advertisements in Television
 Internet Advertisements
 Mouth Advertisement

PEOPLE

1. EMPLOYEES
 Employees are treated with great respect in dominos. They
are divided into 4 categories viz- Platinum, Diamond, Gold &
Silver based on their experience.
 They are given rewards every week, Month & Year. They are
given different awards based on their service.
2. STAKEHOLDERS
 They are the happiest people in dominos. They are running in
profits since it’s established.
 They open many of their outlets every year. Every year
investors are increasing and are ready to invest in dominos.
 Stakeholders believe and trust their organization that it
would fetch them profits.
 3. CUSTOMERS
 They are the most important part of dominos organizations.
Dominos give their 100% efforts to attain customer
satisfaction.
 Customer do reach dominos in many ways like- Online,
directly to their outlet, through their mobile app, door
delivery, mobile and mailing.
 In all the above cases they satisfy 99.99% as per the dominos
standard.
 They are even given customer feedback book where their
feedback is given maximum importance.
 Recently dominos have come up with a new idea of Junior
Pizza Maker for the customers.

PROCESS

 Dominos are having an excellent process. Here the process is

personalized and warm. They respect the Indian saying ‘Athiti
Devo Bhava’.
 Types of facilities offered by dominos
a) Walk- In and meal
b) Take away
c) Door Delivery
d) By mobile App
e) By calling
f) Online Home page
 Domino’s have a 30 min delivery service, according to which they
deliver the order to customer’s door steps within 30 min, failing to
do so they deliver the total order free of cost.
PHYSICAL EVIDENCE

 Dominos are having a great ambience and a joyful décor.

Irrespective of age and gender everyone will have a peaceful and
celebrating atmosphere.
 The packing of dominos is helpful for the customers to dine in or
take away.
 The interior furnishings are always comfortable to the guests.
 Maintenance of the outlet is very clean and tidy.
 The organization is very particular about the hygiene conditions of
their own employees. They say “We make it for you to see a
happy smile on your face’’. So, they don’t tend to dissatisfy the
guest in any way.

CHARACTERISTICS OF SERVICE
 INTANGIBILITY

It is impossible for the service user to taste, feel, see, smell or

possess a service before they buy it.
 HETEROGENEITY

People based services are susceptible to heterogeneity or variation

in quality.
 INSEPARABILITY

The production of a service cannot be separated from its

consumption by customer. Services are produced and consumed
simultaneously.
  PERISHABILITY

Unused service capacity of one time period cannot be stored for use
in future time period.

DIMENSIONS OF SERVICE QUALITY

RELIABILITY

 Reliability is the ability to perform the promised service.

 Service at domino’s is accomplished on time without errors every
time, as mentioned earlier delivery of any order is fulfilled within
30 min and failing to do so they provide complete order free of
cost to the customer.
 Back office service like Billing accuracy, book keeping is also very
reliable.
ASSURANCE

 Knowledge about the product and courtesy of employees at

domino’s is high.
 Domino’s staff have the Ability to convey trust, confidence,
Competence to perform the service, Politeness and respect for
the customer.
 Effective communication to fulfil Customer’s interest.

TANGIBLES

Tangibles at domino’s includes

 The appearance of physical facility, equipment, personnel, and
communication materials.
  Tidiness of physical surrounding, Attractive logo and interior
design.
 design of the building itself, signage around the building, and
parking at the building, how the building is landscaped and the
environment that surrounds the building

EMPATHY

At domino’s we get
 Caring, individualized attention
 Easy approachability
 Effort to understand the customer’s needs.

RESPONSIVENESS

 Sales people in dominos always show willingness to help

customers and to provide prompt service
 Ability to recover service failure is quick
 To Deal with grievances the domino’s staff is always ready to
respond.
GAP MODEL FOR DOMINO’S

First Gap:

Second Gap:

Third Gap:

Fourth Gap:

Customer Gap:

SERVICE BLUEPRINT for domino’s outlet