CONTENTS

1. Introduction …01
2. Company profile …06
3. Key information …09
4. Timeline
…11
5. Objectives …14
6. Marketing of product
…16
7. Business strategy …19
8. Segment overview …23
9. Innovations …29
10.4 p’s of marketing …38
11. Swot analysis …43
12. Competitors …46
13. Research methodology …51
14. Conclusion …65
15. Bibliography
…69

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1. INTRODUCTION

 Definition of Marketing:
Various definition of marketing have been proposed by practitioners
of marketing:

By Kotler- “Marketing is a human activity directed at satisfying needs and wants.”

By CIM- “The management responsible for identifying, anticipating and satisfying

customer requirements profitably.”

By P.Tailor- “Marketing is not about providing products or services it is essentially

about providing changing benefits to the changing needs and demands of the
customer.”

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People can satisfy their requirements, or problems in one of four ways-

 Self solution (coming up with answer to the problems themselves. Fro e.g.-
inventions)
 Force(threatening/stealing)
 Begging(pleading/seeking sympathy)
 Exchange (offering something of value to the owner)

The last method.exchange.is based on mutually beneficial outcome to both

the parties. This value exchange summaries marketing and applies in every
type of product exchange.

For this to be possible, two parties must-

 Have something of value to exchange.

 Be capable of communicating
 Be free to accept or reject the exchange situation.

 Strategy:
Koontz and O’Donnell describe strategy as “a decision about how to use

available resources to secure a major objective in the face of possible obstruction,

such as competitors, public opinion, legal status, taboos and similar forces”.

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 Strategy implies action as well as decision-making and involves
consideration of environment in which it operates.

Strategies based on market dominance-In this scheme; firms are classified based
on their market share or dominance of an industry. Typically there are four types
of market dominance strategies:

 Leader
 Challenger
 Follower
 Nicer

 Marketing Strategy:-

Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage. A marketing
strategy should be centered around the key concept that customer
satisfaction is the main goal.

The marketing strategy is the means of achieving the corporate

objectives. The marketing strategy gives measurements which can be used as
controls, but it also gives messages to the stakeholders, or publics. It says:

 “This is where we are going”, and

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  “When we will get there”, and
 “This is our stance”.

The fact that the strategy is longer term gives both internal and external involved
parties an indication of confidence and belief in the future.

Perhaps the most important purpose of marketing strategy is to give purpose

to the rest of the marketing activities. This means that the overall strategy clear
guidelines on practices sub strategies which are developed as a result of it.

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 2. COMPANY PROFILE

COMPANY PROFILE
DOMINO’S PIZZA

Domino's Pizza is an international fast food pizza delivery corporation. It was

founded by Tom Monaghan. There are currently about 8,500 corporate and

franchised stores in 55 countries, including all 50 US states. It was the second-

largest pizza chain behind Pizza Hut in the United States. In 1967, the first

Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow

and in 1978 opened its 200th store.

On May 13, 1983, Domino's opened its first international store, in Winnipeg,

Canada. That same year, Domino's opened its 1,000th store overall, and by 1995

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Domino's had 1,000 international locations. In 1998, after 38 years of ownership,

Domino's Pizza founder Tom Monaghan announced his retirement and sold 93

percent of the company to Bain Capital, Inc. for about $1 billion and ceased being

involved in day-to-day operations of the company. A year later, the company

named David A. Brandon Chairman and Chief Executive Officer.

Involved in day-to-day operations of the company. A year later, the company

named David A. Brandon Chairman and Chief Executive Officer.

In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in

Huntley, Illinois and its 3,000th international store in Panama City, making 8,000

total stores for the system. Also that the Domino's Pizza store in Tallaght, Dublin,

Ireland, became the first in Domino's history to hit a turnover of $3 million (€2.35

million) per year. As of September 2006, it has 8,238 stores which totaled US$1.4

billion in gross income. In 2007, Domino's introduced its Veterans and Delivering

the Dream franchising programs and also rolled out its online and mobile ordering

sites. In 2001 the company's stores in New York. City and Washington D.C.

provided more than 12,000 pizzas to relief workers following

the September 11 attacks on the World Trade Center and The Pentagon. Through a

matching funds program, the corporation donated $350,000 to the American Red

Cross' disaster relief effort.

Leading industry publication Pizza Today magazine named Domino’s Pizza

"Chain of the Year" in 2003.

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3. KEY INFORMATION

8
KEY INFORMATION

Type - Public (NYSE: DPZ)

Founded - Ypsilanti, Michigan, U.S. (1960)

Headquarters - Ann Arbor, Michigan, U.S.

Founder - Tom Monaghan

Chairman & CEO - David Brandon.

Industry - Restaurants

Products Pizza- ·sandwiches ·pasta · chicken wings ·desserts

Employees - 145,000

Website-http://www.dominos.com/

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 4. TIMELINE

DOMINO’S PIZZA TIMELINE

1960

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Tom Monaghan and his brother James purchase "Dominick’s," a pizza store in
Ypsilanti, Michigan. Monaghan borrowed $500 to buy the store.

1961
James trades his half of the business to Tom for a Volkswagen Beetle.

1965
Tom Monaghan is sole owner of company, and renames the business "Domino's
Pizza, Inc."

1967
The first Domino's Pizza franchise store opens in Ypsilanti, Michigan.

1968
Company headquarters and commissary are destroyed by fire. First Domino's store
outside of Michigan opens in Burlington, Vermont.

1975
Amstar Corp., maker of Domino Sugar, institutes a trademark infringement
lawsuit against Domino's Pizza. In

1983,
Federal court rules Domino's Pizza did not infringe on the Domino Sugar
trademark.

1983
Domino's first international store opens in Winnipeg, Canada. The 1000th
Domino's store opens. The first Domino's store opens on the Australian continent,
in Queens land, Australia.
1990
Domino's Pizza signs its 1,000th franchise.

1992
Domino's rolls out Breadsticks, the company's first national non-pizza menu item.

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1995
Domino's Pizza International opens its 1,000th store. First store opens on African
continent, in Cairo, Egypt.

1996
Domino's launches its Web site (www.dominos.com).

1998
Domino's launches another industry innovation, Domino's Heat Wave, a hot bag
using patented technology that keeps pizza oven-hot to the customer's door.

2000
Domino's Pizza International opens its 2,000th store outside the United States.
Domino’s
Pizza celebrates 40 years of innovation and delivering pizza to homes around the
world.

2006
Domino’s Pizza introduces Brownie Squares — warm, delicious, bite-sized
brownies
delivered with a fudge dipping sauce.

2007
Domino’s rolls out online and mobile ordering..

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 5. OBJECTIVES

OBJECTIVES:-

Objective of study are:

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 To find who are the competitors of Dominos and the market shares of the
competitors;
 What strategies Dominos is implementing to beat its competitors.
 To find out how Dominos reacts to the changes in the environment.
 To study the consumer behavior as per the Nagpur preference n factors
which influence the purchase decision process?
 To understand the customer satisfaction with respect to Dominos in
Nagpur.

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6. MARKETING OF
PRODUCT

MARKETING

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Marketing –
This department makes sure that it stay ahead of the game by understanding What
customers want and publicizing its brand through innovative advertising, direct

16
mail, e-commerce and Premarketing is also closely involved in the development
and launch of new products and technology that makes Domino’s stand out from
the competition!

Food Service –
Responsible for manufacturing Domino’s hallmark fresh dough at our company
owned facilities and for sourcing the fine, fresh ingredients used in stores, Food
Service is a very important department with responsibility for making sure
ingredients meets strict food safety criteria.
This department also sources, invents and/or manufactures all of the
equipment used in our stores.

IT –
As the first pizza delivery company in the world to offer customers both online and
interactive ordering facilities, it’s no surprise that IT is a very important part of
corporate and store level operations.
Domino’s IT team makes sure that all technology and e-commerce services are the
best to support business and that they work efficiently. It surprises many people to
learn how Domino’s applies IT to virtually every aspect of running business at
store and corporate level.

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 7. Business Strategy

Business Strategy
To achieve further growth through the continued implementation of business
strategy, which includes the following key elements?

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 Continue to execute on our mission statement.

Its mission statement is “Exceptional franchisees and team members on a mission

to be the
best pizza delivery company in the world.” it implement this mission statement by
following
a business strategy that-
• Puts franchisees and Company-owned stores at the foundation all thinking and
decisions;
• Emphasizes ability to select, develop and retain exceptional team members and
franchisees;
• Provides a strong infrastructure to support stores
• Builds excellent store operations to create loyal customers.

 Grow leading position in an attractive industry.

U.S. pizza delivery and carry-out are the largest components of the U.S. QSR pizza
category. They are
also highly fragmented. Pizza delivery, through which a majority of our retail sales
are generated, had sales of $10.9 billion in the twelve months ended
November 2008.
As the leader in U.S. pizza delivery, believe that convenient store
locations, simple operating model, widely-recognized brand and efficient supply
chain system are competitive advantages that position to capitalize on future
growth.

• Leverage strong brand awareness.

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Believe that the strength of Domino’s Pizza brand makes one of the first choices of
consumers seeking a convenient, quality and affordable meal. They intend to
continue to promote brand name and enhance reputation as the leader in pizza
delivery.
In 2007 it launched the campaign, “You Got 30 Minute,” which built on the
Company’s 30-minute delivery heritage.
In 2007 and 2008, each domestic stores contributed 4% of their retail sales to
advertising fund for national advertising in addition to contributions for market-
level advertising. Intend to leverage strong brand by continuing to introduce
innovative, consumer-tested and profitable new product varieties (such as
Domino’s Brooklyn Style Pizza and Domino’s Oven Baked Sandwiches),
complementary side items.

• Expand and optimize domestic store base.

Plan to continue expanding base of domestic stores to take advantage of the

attractive growth opportunities in U.S. pizza delivery. They believe that scale
allows to expand store base with limited marketing, distribution and other
incremental infrastructure costs.
Additionally, franchise-oriented business model allows to expand store base with
limited capital expenditures and working capital requirements. While they plan to
expand traditional domestic store base primarily through opening new franchise
stores, they will also continually evaluate mix of Company-owned and franchise
stores and strategically acquire franchise stores and refranchise
Company-owned stores.

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• Continue to grow international business.

They believe that pizza has global appeal and that there is strong and growing
international demand for delivered pizza. They have successfully built a broad
international platform, almost exclusively through master franchise model, as
evidenced by their 3,726 international stores in more than 60 countries.
They have significant long-term growth opportunities in international markets
where they have established a leading presence. In their current top ten
international markets, believe that store base in total for these ten markets is
approximately half of the total long-term potential store base in those markets.
Store-level economics of business model, the growing international demand for
delivered pizza and the strong global recognition of the Domino’s
Pizza brand. International stores have produced positive quarterly same store sales
growth for 60 consecutive quarters.

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 8. Segment overview

Segment overview

It operates in three business segments:

• Domestic stores.
Domestic stores segment consists of domestic franchise operations, which oversee
network of 4,558 franchise stores located in the India, and domestic Company-

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owned store operations, which operate network of 489 Company-owned stores
located in United States;

• Domestic supply chain.

Domestic supply chain segment operates 17 regional dough manufacturing and
food supply chain centers, one supply chain center providing equipment and
supplies to certain of domestic and international stores and one vegetable
processing supply chain center.

• International.
International segment oversees network of 3,726 international franchise stores in
more than 60 countries. International segment also distributes food to a limited
number of markets from six dough manufacturing and supply chain centers in
Alaska, Hawaii and Canada (four).

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Marketing operations
Domestic stores contribute between 4% to 5% of their retail sales to fund national
marketing and advertising campaigns advertising programs. It also contribute to
market-level media campaigns. These national and market-level funds are
administered by Domino’s National Advertising Fund Inc., or DNAF, not-for-
profit advertising subsidiary.
The funds remitted to DNAF are used primarily to purchase television advertising.
DNAF also provides cost-effective print materials to domestic stores for use in
local marketing that reinforce national branding strategy. In addition to the national
and market-level advertising contributions, domestic stores spend additional
amounts on local store marketing, including targeted database mailings, saturation
print mailings and community involvement through school and civic organizations.
Additionally, we may from time-to-time partner with other organizations in an
effort to promote the Domino’s Pizza brand.By communicating a common brand
message at the national, local market and store levels, we create and reinforce
powerful, consistent marketing message to consumers.

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This is evidenced by successful previous marketing campaign with the slogan
“Get the Door. It’s Domino’s.” and current marketing campaign with the slogan
“You Got 30 Minutes.™” Over the past five years, it estimates that domestic stores
have invested approximately $1.4 billion on national, local and co-operative
advertising.

Third-party suppliers

The active relationships of 15 years or more with more than half of major
suppliers. Suppliers are required to meet strict quality standards to ensure food
safety. They review and evaluate suppliers’ quality assurance programs through,
among other actions, on-site visits, third party audits and product evaluations to
ensure compliance with standards. They believe that the length and quality of
relationships with suppliers provides them with priority service and quality
products at competitive prices.
They currently purchase pizza cheese from a single supplier.
In 2007, the Company entered into a new arrangement with this supplier. Under
this arrangement, the supplier agreed to provide an uninterrupted supply of cheese
and the Company agreed to a five year pricing period during which it agreed to
purchase all of its primary pizza cheese for the Company’s United States stores
from this supplier or alternatively, pay to the supplier an amount reflecting any
benefit previously received by the

Company under the new pricing terms.

Trademarks
It has many registered trademarks and service marks and believe that the Domino’s
mark and Domino’s Pizza names and logos have significant value and are

25
important to business. Its policy is to pursue registration of trademarks and to
vigorously oppose the infringement of any of its trademarks.
It license the use of registered marks to franchisees through
franchise agreements.

Risk Factors

Risks relating to business and industry

1. The pizza category is highly competitive, and such competition could adversely
affect operating results.
2. If it fail to successfully implement growth strategy, which includes opening new
domestic and international stores, then ability to increase revenues and operating
profits could be adversely affected.
3. The food service market is affected by consumer preferences and perceptions.
Changes in these preferences and perceptions may lessen the demand for
products, which would reduce sales and harm business.
4. Increases in food, labor and other costs could adversely affect profitability and
operating results.
5. Not having long-term contracts with certain suppliers, and as a result they
could seek to significantly increase prices or fail to deliver.

6. Shortages or interruptions in the supply or delivery of fresh food products

could adversely affect operating results.
7. Any prolonged disruption in the operations of any of dough manufacturing and
supply chain centers could harm business.

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8. Loss of key personnel or inability to attract and retain new qualified personnel
could hurt business and inhibit ability to operate and grow successfully.
9. International operations subject us to additional risk. Such risks and costs may
differ in each country in which we do business, and may cause profitability to
decline due to increased costs.
10. Fluctuations in the value of the U.S. dollar in relation to other currencies may
lead to lower revenues and earnings.
11.Earnings and business growth strategy depends on the success of franchisees,
and may be harmed by actions taken by franchisees that are outside of control.

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 9. INNOVATIONS

INNOVATIONS
AUSTRALIAN AND NEW ZEALAND ONLINE SUCCESS

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Ordering a pizza, pasta or dessert from improved menu has never been so easy.
With a click of a button, customers can select from menu, add drinks and sides,
pay with cash or credit and watch as their order is made right before their eyes.
With signifi cant focus on the technology side of the Domino’s business, have seen
some impressive results over the past 12 months.Australia is now averaging more
than 23% of orders placed online.

ECLUB DATABASE
Brand loyalty has also grown signifi cantly with eClub member database. Each
month tens of thousands of people join to receive special Domino’s offers and
communication direct to their email box. With a database reaching into the
hundreds of thousands, weekly Electronic Direct Mail (EDM) pieces have given us
the opportunity to target offers to a store’s local area, resulting in greater loyalty.
The growth in our eClub database has also enabled Domino’s to drive the creative
look and feel of EDMs including personalised CEO letters and themed pieces
around new menu items and signifi cant calendar events.

ONLINE ADVERTISING

Greater integration across all media channels for the new menu launch in February
2009 helped increase Domino’s presence in online advertising which resulted in

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great profi ling opportunities for online ordering capabilities. All Domino’s banner
advertising, including the successful Choc Lava Cake banner, includes a click
through function enabling customers to place an order immediately after seeing an
online banner.

WEBSITE CREATIVE SUCCESS

The Domino’s websites in Australia and New Zealand have undergone vast
improvements in the way promotional products are communicated to customers.
The most visually-tantalising of these promotions are the ‘over the page’
animations for Choc Lava Cake and Sticky Date Pudding with sauce running down
the page when people enter the sites. Creative ideas such as this have helped drive
relevant product sales and ticket averages for online ordering.

iPHONE

Over the next few months Domino’s will launch a dedicated iPhone application for
online ordering. As our customers and the broader Australian market adopt new
technologies, Domino’s is committed to ensuring we remain at the forefront with
new innovations. The iPhone application will provide customers with greater
freedom to order their favorite Domino’s meal wherever they are. This Australian-
first for the pizza industry will help drive online business and cement the position
as the leading innovator.

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E-Commerce

In 1999, Domino’s Pizza became the first pizza delivery company in the world to

offer nation-wide internet and interactive television ordering. Delivered pizza can

be ordered via website (www.dominos.co.uk) or via any of the UK’s major

interactive TV services.

National Hotline

In 2004, Domino’s launched a National Hotline, enabling customers to order pizza

from their nearest store, without having to remember individual store numbers. By

dialing 087 12 12 12 12 from a landline, or a previously registered mobile,

customers are connected to their nearest store. If their number is not registered,

Domino’s Pizza technology will triangulate the customer’s co-ordinates and ask

whether they would like to order from their nearest store or request the post code

for the store they would like the delivery made to

CARBON FOOTPRINT MEASUREMENT AND MANAGEMENT

Domino’s is developing a systematic approach for the measurement of its carbon
footprint in Australia. With the impending “carbon constrained economy”, such an
approach is crucial in order to meet the challenges that lay ahead for every
Australian company. Domino’s is nonetheless determined to meet those challenges
because as a responsible corporate citizen it is the right thing to reduce its impact

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on the environment. Domino’s realized that to develop a verifiable approach for the
measurement of its carbon footprint it would need expert assistance. Following a
review process, Domino’s selected Carbon Systems Australia to be its
sustainability partner to advise and assist Domino’s generally with sustainability
matters.
Once its carbon footprint is established then Domino’s will have a verifi able
baseline against which to manage its carbon emissions and monitor the reduction
of those emissions.
It is no easy task to assess the carbon footprint of many stores across Australia.
Domino’s will be implementing CarbonSystems’ Energy and Carbon Intelligence
System (ECIS) which will support us in three critical areas:
• data collection and management - both the retrieval and collation of historical
data to establish baseline reporting, and the implementation of an automated
system to ensure that ongoing data collection is timely, complete and accurate;
• the establishment of a performance management framework to track energy and
carbon reduction initiatives; and
• the ability to disseminate information to Domino’s stakeholders in a quick,
automated manner. The ECIS will initially cover corporate stores but Domino’s
will be working with its franchisees to introduce their stores into the ECIS as well.
30 Minute Guarantee:
At one point, Domino's Pizza had a guarantee that a customer would receive their
pizza within 30 minutes of ordering, or they would receive the pizza free and
Domino's still guarantees delivery within 30 minutes, failing which the customer is
given his order free of cost.

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  They does not take order if the customer is calling from distance place where
it is impossible to deliver pizza within 30 minutes
 If suppose a customer is ordering a pizza cost for Rs. 500 & if they are
unable to deliver the pizza within time , suppose they are late for another 6
to 10 minutes , then they give discount of Rs 300 & provide the pizza for Rs
200
 They believe in the service called TSG (Total Satisfaction Guarantee)
 Free Home delivery of home cooked food in South Delhi. They offer both
Non-Veg and Vegetarian home-cooked food for small Get-Together. The
Costs are very Reasonable and the foods are Hygienic and Low fat.

Innovating the Pizza Delivery Business

Throughout the history, in addition to pioneering the concept of efficient delivery

of made-to-order pizzas, they have been part of innovations that have made

significant impact on the pizza and delivery industries. Here’s a look at some of the

innovative thinking:

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  Domino's Heat Wave Hot Bag

Domino's Heat Wave; hot bags were introduced in 1998. Each hot bag

contains a patented heating mechanism warmed via electro-magnetic energy.

This technology keeps the pizza oven-hot during a normal delivery. The

outer material of the bag is made with water-repellent nylon rather than the

vinyl material previously used. Inside the bag is 3M Thins late insulation,

which eliminates unwanted moisture, keeping the pizzas both hot and crisp.

 A better box

Domino's was the innovator behind the sturdy, corrugated pizza box, which

keeps moisture from weakening the box, while preventing cheese from

sticking to the top during delivery.

 Car-top sign - in 3-D!

Today, it's hard to miss pizza delivery cars -- thanks to Domino's Pizza.

Pizza and side order boxes account for most of the packaging used by

Domino’s Pizza,

Packaging

Pizza and side order boxes account for most of the packaging used by Domino’s

Pizza, although some small items such as dips and desserts are packaged in other

materials. This fact sheet focuses on Domino’s Pizza box packaging

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Design
Nearly 38 million pizza boxes are used by Domino’s Pizza in a year, each one
bearing the unique Domino’s red, blue and white logo. The most important design
elements are those that help keep the pizza oven-hot and fresh. A layer of
corrugated paper encapsulated by board forms the main body of the box
packaging and provides insulation. Each box is also punctuated with small
ventilation holes to allow steam to escape, preventing the pizza from becoming
“soggy” .

Recycling & the Environment

Minimum of 80% of the corrugated board used for Domino’s Pizza’s box
packaging is made from recycled paper. The remaining 20% is made from virgin
pulp to increase the board’s strength and this is specially sourced from
sustainable forests. Domino’s Pizza box packaging is completely recyclable. There
are many recycling points to be found locally and Domino’s encourages customers
to take used box packaging to these points for recycling. Alternatively, the
Environment department at your local council may provide details of your nearest
recycling collection point. Domino’s Pizza stores create hardly any litter. Having
said that, team members are trained to keep their stores immaculately clean
inside and out.

Safety
All cardboard used in Domino’s Pizza’s box packaging is accredited as being ‘food-
friendly’ by the Food and Drug Administration in the USA. and only water-based
inks are used to create the distinctive Domino’s Pizza designs that appear on the
boxes.

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 All Domino's Pizza boxes are manufactured to British standards
BS5750/ISO9000 certificate no: Q06314 and comply with all relevant EU
legislation.

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 10. 4 P’s of Marketing

4 P’s of Marketing:

Marketing includes the planning and the implementation of the marketing mix. The
marketing mix which is also called the 4 P’s of marketing represents almost all the

37
steps that are involved in the marketing process. 4 P’s of marketing represent
product, price, place and promotion.

Product:

The very brand name “Domino’s” adds value to the products available in the store.
The quality and the hygiene of the pizzas and the other add-ons are taken care of
by the company or the franchisees by way of training to the employees. Domino’s
also takes pride on the innovation of many new products and ideas. Some of these
are as follows

Double Decadence:
Domino’s launched the first Double Decker pizza in the UK. Domino’s
Double Decadence is created when two thin and crispy dough bases are
sandwiched together with a layer of creamy cheese and herb sauce. The pizza is
then topped with vine ripened tomato sauce, mozzarella cheese and the customers;
choice of toppings.

Virtual Store:
To make take home pizza ordering more convenient for the customers,
Domino’s has designed an online service which features the customers’ favorites
and also the customers can order for pizzas by text message via mobile phones and

38
orders can be placed online.

When the order online option is selected, the customer is taken to the order
form. And the customers has to enter the postcode of the delivery address and then
other delivery details like the phone number and e-mail address has to be entered.
Then the customer is taken to another page – the best part of the process – pizza.
The customer can select the pizza and the size of it and also the customer has the
option to create his/her own pizza and then pay for the food either online using a
debit or a credit card or to opt for paying the amount to the person who delivers
the pizza.

Domino’s Heat wave Bag:

Domino’s Heat wave hot bag was introduced in the year 1998. The Hot
bags contain a heating mechanism that is warmed by using electromagnetic energy.
This technology keeps the pizza oven-hot during the delivery.

Price:

Domino’s follows a pricing policy that is determined based on the economy of the
country. The pricing policy of Domino’s gives a competitive advantage to the

39
company over its competitors. The price discounts available to the customers are
used as a tool to attract customers into the store. Domino’s also follows seasonal
pricing in order to attract customers and to keep an edge over its competitors. The
company also has special discounts on bulk purchases.

Place (Distribution Decisions):

Domino’s Pizza stores are established in almost 50 countries and they have got
more than 8,000 stores worldwide. The Domino’s stores are centrally located and
in a manner convenient for the people to walk in and also convenient for the
deliverers to do their job. The distribution channel followed by the company is
mostly through takeaways, telephone ordering, SMS and online ordering. The
pizzas are delivered by way of scooters at their door step. In order to maintain the
quality of the pizzas, they are carried in a heat wave bag so that they can deliver
hot and tasty pizzas to their customers

Promotion:

Pizza order discount: Domino’s offers its customers a number of discount and
other promotions on purchasing Domino’s pizza.

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 A customer walked out of a Florida Domino’s store with a $10,000 cheque for
having bought the Gotham City Pizza and the promotion was called The Dark
Knight Deal.
 The Dark Knight Deal also allows the customers to win Xbox 360 and other
gaming consoles.
 Domino’s pizza has introduced a new value meal called the 444 deal. This 444
value deal contains three ten-inch pizzas with one topping for $4 each with a
minimum number of three orders.
 Dominos also allows its customers to play games by the time their food arrives.
There are actually two games – asteroids and slide puzzle to play.

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 11. SWOT Analysis

Domino's Pizza SWOT Analysis:

Strength

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• Leading pizza delivery company in the US with more than 5,000 stores in the US
• Global franchise operations - more than 3,500 in over 50 countries
• Strong brand equity supported by heavy advertising & marketing campaigns
• Supply chain & distribution network

Weaknesses

• Slow growing and declining same-store sales

• Weakening bottom line
Opportunities
• Growing presence in emerging markets, particularly in India, China
• Leverage supply chain & distribution system to introduce new products

Threats

• Changing consumer habits towards healthier food choices

• Franchise operations affected by currency exchange fluctuations
• Intensive competition from a fragmented number of small competitors

Idea screening:

 Recover from the negative perception,

 Build credibility by following up a promise with concrete action,
 Get a hot, cheesy promotional slice of earned media for being the first major
fast food chain to adopt this safety measure.

43
44
 12. COMPETITORS

Competitor s

 McDonalds
 Wendy's
 Papa John's
 International and California Pizza Kitchen

45
  Pizza Hut

WHAT MAKES DOMINO’S PIZZA BETTER THAN IT

COMPETITORS

• Varity of Pizza’s
• Good ambience
• Services offered
• Quality of pizza’s

46
• Location of the Outlet
• Waiting time in the outlet
• Door step services
• Low pricing

NEW PROMOTIONAL ACTIVITY

OFFERS BY DOMINOS

• With every order of pizza and coke/Garlic breadsticks get a domino’s

pasta for Rs. 39 instead of Rs 69.
• Pasta is available in 2 variants: cheesy white and tangy red veg Rs
69/- non veg Rs 79/-
• Get garlic bread for only Rs 30/- with any of the pizza mania combinations.
• Dominos start providing coke/fanta/sprite.
• Dominos started pizzas mania which start from Rs 35 and we get the toping
according to our choice.
• Web coupons available at web site www.dominos.co.in
• Discounting coupons are being provided with every item purchased.

Some other Special offer in dominos pizzas

The Dominos Pizza franchise constantly keeps on inventing ways through which it
can make a greater impact on the fast food market. That is how the fast food
franchise came up with 'Fun Meal for Four' offer. Through this method, the pizza
franchise is able to produce more variety in the food delivered to its customers at
their door steps. Through its 'Fun Meal for 4’ pack the Domino’s Pizza India offers
four pizzas at the rate of Rs 180. This means charge of one pizza will be just Rs 45.

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This has helped the speciality food franchise to enhance the strength of its
customer base. Yet another strategy employed by the fast food franchise to
spread their market is to portray their advertisements in an old-fashioned
background. This quasi-environment is sure to make a positive impact on the
semi-urban crowd who are not much familiar with the brand.

The specialty food franchise has set apart Rs 50 crore for its promotional activities
in 2007-08. The fast food franchise is willing to work harder in order to improve
its growth rate in Indian market. The speciality food franchise expects to increase
its pizza delivery at a rate of 45 per cent by the end of the coming financial year.

SUCCES FACTOR OF DOMINO’S PIZZA

• Domino's is a powerful global brand.

o "Mega Brand" as defined by Advertising Age

o Significant, ongoing investments in advertising result in broad consumer

awareness

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• Domino’s are the #1 pizza delivery company

o Largest share of pizza delivery channel

o Reinforced by our well-known slogan, "Domino's Pizza: You Got 30

Minutes™

• They have a large and growing international presence.

o Operate in over 60 countries

• They operate a profitable, value-added supply chain system.

• Domino’s leadership team has a track record of success

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 13.
RESEARCH
METHODOLOGY

MEANING OF RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by the researcher in
studying the research problem along with the logic behind them. It is necessary

50
for the researcher to know, not only the research method techniques but also the
methodology. A researcher not only needs to know how to develop certain
indices or tests, how to calculate the mean, the mode, the median, or the
standard deviation, how to apply particular research techniques but also needs to
understand the assumption underlining various techniques and procedures will be
applicable to certain problems and other will not. All this means that it is
necessary for the researcher to design the methodology for the problem and the
same may differ from problem to problem.

METHOLOGY:-

PRIMARY DATA SOURCES

 Questionnaire- data was gathered using the questionnaire technique.
 Observation- observation technique was also used while the student were
filling the questionnaire.

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SECONDARY DATA
 Internet
 Newspaper
 Magazine

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 QUESTIONNAIRE

SURVEY QUESTIONS

1. Which is your favorite product at Dominos?

a. Pizza’s – 55%
b. Mexican Wrap – 12%
c. Choco lava- 13%

53
 d. Garlic bread-20%

Sales

20%

Pizza
Mexican wrap
choco lava
Garlic bread
13%
55%

12%

2. Is the product line in Dominos adequate?

a. Yes – 45%
b. No – 35%
c. Average – 20%

54
 Product line

20%
Yes
no
45% Avearage

35%

3. What is main problem you faced at Dominos?

a. Long que’s – 55%
b. Rude behavior of employees- 10%
c. Conjection- 30%
d. Others – 5%

55
 Problems

5%
long que's
Rude behaviour
30% Conjection
others
55%

10%

4. Which area do you think needs the more improvement?

a. Delivery time – 10%
b. Product variety- 20%
c. Price – 55%
d. Offer n discount – 15%

56
 10%
15%

20%
delivery time
Product variety
Price
Offer n discount

55%

5. What is the first thing that strikes you about Dominos?

a. Pizza – 60%
b. Services-10%
c. Value of money- 20%
d. Fun-10%

57
 Sales

29%
pizza
services
value of money
fun
57%
5%

10%

6. Rate Dominos for its “30 minutes nahi to free” campaign.

a. Extremely Satisfied
b. Satisfied
c. Dissatisfied.

58
 Column1
9%

23%

Extremely Satisfied
Satisfied
Dissatisfied

68%

7. I am satisfied by the services provide by the Dominos?

a. STRONGLY AGREE
b. AGREE
c. DISAGREE

59
 SERVICES

15%

35%
STRONGLY AGREE
AGREE
DISAGREE

50%

8. How is the ambience at Dominos?

a. Good
b. Average
c. Bad

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 Ambience

Bad Good
30% 30%

Average
40%

9. Are stores of Dominos at Nagpur sufficient?

a. Yes
b. No

61
 Outlets
No
25%

Yes
75%

10. Is price worth to quantity provided?

a. Yes
b. No

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 Price

No
20%

Yes
80%

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 14. CONCLUSION

CONCLUSION

Dominos, the long-time leader in the fast-food wars faced a across roads in the

early 1990’s. Domestically, sales and revenues were flattening as competitors

encroached on its domain. In addition to its traditional rivals- Pizza Hut,

International and California Pizza Kitchen and McDonald’s- the firm encountered
64
new challenges. Sonic and Rally’s competed using a back-to-basics approach of

quickly serving up pizzas, for time-passed consumers. On the higher end, Papa-

John’s and Wendy’s had become potent competitors in the quick service field,

taking dollars away from Dominos, which was firmly entrenched in the fast food

arena and hadn’t done anything with its dinner menus to accommodate families

looking for a more upscale dinning experience.

While these competitive wars were being fought, Dominos was gathering

flak from environmentalist who declared all the litter and solid waste its

restaurants generated each day. To encounter some of the criticism, Dominos

partnered with Environmental Defense Fund(EDF) to explore new ways to make

its operations more friendly to the environment.

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Dominos faces some difficult challenges. Key to its future success will be

maintaining its core strengths- an unwavering focus on quality and consistency-

66
while carefully experimenting with new options. These innovative initiatives could

include launching higher- end restaurants under new brands that wouldn’t be

saddled with Dominos fast-food image. The company could also look into

expanding more aggressively abroad where the prospects for significant growth

are greater. The company’s environment efforts, while important should not over

show its marketing initiatives, which are what the company is all about.

It has successfully established its market because of-

 Their best services

 Employee's behavior
 Localizing the menu
 Pricing strategy
 Delivery System
 Advertising strategy

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 15. BIBLOGRAPHY

BIBLOGRAPHY

68
 INTERNET
 www.marketing.com
 www.answere.com
 www.wikipedia.com
 www.dominos.com

 Books on Marketing
 Marketing strategy by A.Nag
 Marketing Management by Rajan Saxena
 Marketing Management by Kotler

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 ANNEXURE

1. Which is your favorite product at Dominos?

a. Pizza’s – 55%
b. Mexican Wrap – 12%
c. Chocó lava- 13%

70
 d. Garlic bread-20%

2. Is the product line in Dominos adequate?

a. Yes – 45%
b. No – 35%
c. Average – 20%

3. What is main problem you faced at Dominos?

a. Long que’s – 55%
b. Rude behavior of employees- 10%
c. Conjection- 30%
d. Others – 5%

4. Which area do you think needs more improvement?

a. Delivery time – 10%
b. Product variety- 20%
c. Price – 55%
d. Offer n discount – 15%
5. What is the first thing that strikes you about Dominos?
a. Pizza – 60%
b. Services-10%
c. Value of money- 20%
d. Fun-10%

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6. Rate Dominos for its “30 minutes nahi to free” campaign.
a. Extremely Satisfied
b. Satisfied
c. Dissatisfied.

7. I am satisfied by the services provided by Dominos?

a. STRONGLY AGREE
b. AGREE
c. DISAGREE

8. How is the ambience at Dominos?

a. Good
b. Average
c. Bad

9. Are stores of Dominos at Nagpur sufficient?

a. Yes
b. No

10. Is price worth to quantity provided?

a. Yes

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b. No

73