AMITY UNIVERSITY

GREATER NOIDA, UTTAR PRADESH

“NTCC REPORT”

“A STUDY TO ANALYSE MARKETING STRATEGY OF DOMINO’S”

SUBMITTED TO: SUBMITTED BY:

Ms. Riya Ghai Dolly Singh
B. Com (Hons.)6th semester
A42304618011
 Declaration:

Topic of the Report: Study on Marketing Strategy of Domino’s

 All the work in this report under the particular is done by me and not copied from anywhere else.

 The guidelines and the methods of the report that are to be followed are strictly followed without any
ignorance.

PREPARED BY: DOLLY SINGH

B.COM (HONS.) 6TH SEMESTER
2018-2021
 Certificate
This is to certify that Dolly Singh pursuing B.COM (HONS) bearing Enrolment No. A42304618011 from Amity
College of Commerce and Finance (ACCF), Amity University Greater Noida has done the work under the teaching of
Ms. Riya Ghai from 21/12/2020 to 12/03/2021 and have successfully fulfilled the criteria of submitting Report.
 Acknowledgement
I would like to present my gratitude towards all those people who have come up in order to help me out with this task
of completing this report on time.
Firstly, I would like my college which gave this subject to us so that we can collect different information on a
particular topic. I would like to thank all those people who presented their views on my topic. I would also like to
thank my teacher in charge of this subject Ms. Riya Ghai for her constant follow ups and friendly support, perfect
teachings or guidelines and motivational or encouraging words.

Thanking you.
 INDEX
 ABSTRACT

 INTRODUCTION

 LITERATURE REVIEW

 RESEARCH METHODOLOGY

 CONCLUSION

 REFERENCES
Abstract
In this report we have analysed one of the most famous fast food brand Domino’s. this report tells us about the
history of dominos and how it became the fastest going fast food brand whole over the world. This report also
discusses about different marketing strategies that is used by Domino’s to reach success. Different marketing
strategies that are discussed are marketing mix (marketing mix shows 4P’s of marketing but Dominos has used 7P’s
of marketing i.e., Product, price, place, promotion, people, physical evidence and process) SWOT analysis,
Segmentation, PESTLE analysis and BCG Matrix.
It also says about the competition faced by Domino’s directly or indirectly by its competitors.
This report also tells us about the meaning of research methodology and that has been opted by me to make this
report. At then it has been ended with a conclusion and references.
 I. Introduction
Marketing is an activity or a procedure to communicate, create, deliver and exchange the offers that gives the value to
the customers, partners, clients and on the large scale to a society. In simple words marketing is a way of promoting
and selling a product based on the market research and use of the customer. There are many different types of
marketing strategies that are used by the different organizations. When an organization makes its marketing strategies
its reference is with the overall plan that is made in such way that it catches the mind of the consumer and make them
turn into their customers of their product or services. A marketing strategy should have the value and main brand
messaging of the company and also should target the demographic of the customer.
In this report marketing strategy of Dominos is discussed.
History of Dominos:

Domino’s pizza is one of most famous fast-food brands in the world. (Domino's, n.d.)It was established in the year
1960. (Leonard, 2012)It was started by two brothers Tom Monaghan and James Monaghan when they bought their
first ever Pizza store named “Dominick’s” which was an existing pizza restaurant owned by Dominick Divarti. This
store was located in north of United States of America at Ypsilanti, Michigan and it was a pizza store that gives home
delivery. Later in 1965 James Monaghan sold his portion of the business to his brother Tom Monaghan and Tom
became the sole owner of the business. Tom opened few more stores and wanted to continue the name of Dominik’s
but the owner of the name didn’t allow him to use his name then one of his employees came up with the idea of
Dominos Tom liked the name and changes the name from Dominik’s to Dominos. (Monaghan, 2003)The logo of
Dominos was represented by the name along with the three dots that represented that they have three stores at the
time when they changed their name and logo in 1965 and they thought of adding one dot on opening of every new
store but the idea failed because Dominos had a high growth and it opened its many outlets in a very less time so they
used only three dots in their logo.
Dominos started its international business when it opened its first outlet in  Winnipeg, Manitoba, Canada during
May,1983 (Star, 1988). Then it started its business in other countries also in 1985 it started in Luton (United
Kingdom) (Twitter, 2012)and Tokyo (Japan). By the year 1995 Dominos has opened about 1000 international stores
and 1500 by 1997. Dominos opened 7 stores in one day across 5 countries. Dominos had an tremendous growth after
this.
Tom Monaghan who was the founder of Dominos being the owner of Dominos for 38 years announced his retirement
and sold the 93% of the company to Bain Capital Inc. (Domino's, 1998) at the cost of about 1 billion dollar and also
stopped getting involved in the day-to-day operations of the company. (David, 2008)One year later Dave Bardon was
appointed as the CEO Domino’s Pizza.
Domino’s started to trade in stocks after 44 years in2004 on the New York Stock Exchange and the ticker symbol
which Domino’s used was “DPZ”. Domino’s was named as the “Chain of the year” by an Industry Trade Publication
Magazine Pizza Today in the year 2003, 2010 and 2011.
There was survey done for the preferences in taste of consumer in 2009 by Brand keys between national chains in
which Domino’s was raked last and it made a tie with Chuck E (Horovitz, 2009). After coming at last Domino’s
wanted to come on top and till December the same year Domino’s made an announcement to fully change the recipe
of pizza. To make people aware of the changes they made an advertisement in which customers have been seen
criticizing the pizza earlier and then the chefs are seen making a new developed pizza and this advertisement is
known as self-critical ad campaign (pizzaturnaround, 2010). The developed and the new pizza was uncovered in the
same month of announcement.
Technologies keep on updating itself with time and new technology means new innovations. Domino’s has taken full
advantage of these new technology and innovated many new things. During the year 2007 there was a Dream
franchising program that was introduced by Domino’s which was named Veterans Delivering and it was also
available on its online sites and on mobile applications. They also came up with an idea of pizza tracker in 2008,
Pizza tracker is an online pizza tracking application that let the customers know the step and status of the order they
have given in a real time progress bar.
There was an idea of “Pizza Car” with which Domino’s came up with during the year 2015. This pizza car has the
capacity to carry 80 pizza, bottle of soda, dipping sauce and sides (Adweek, 2016). It also contained an oven of 140-
degree Fahrenheit and this car was better than the standard delivery vehicle in case of fuel efficiency and this car
named as Domino’s DXP (Yahoo, 2015).

In the same year 2015 Domino’s used social media platform for increasing its sales. Domino’s gave a facility and a
new option to its customers for placing an order. It started the service of “Tweet to Order” in this the customer has to
make a tweet having the emoticon of pizza at the official Domino’s account and this leads to making a direct order
for delivery.
In 2016 Domino’s became partner with Flirty which was a start-up that helped Domino’s to design its first drone for
delivering pizza. (Gaffey, 2016) This drone was launched for the first time in New Zealand.

Later in the same year Domino’s came up with a self-driving pizza vehicle which was called DRU (Domino’s
Robotic Unit), it was a small robot that does not needed and assistance and can work on its own. This robot was also
launched for the first time in New Zealand only. Domino’s also introduced a “Zero click” pizza delivery app in which
as soon as the consumer opens the app the countdown timer starts and if the consumer doesn’t stop the timer within
30 seconds then the order is placed automatically by the application. This application was also brought up in 2016.
In 2012 August, the name of Domino’s Pizza was changed, pizza was removed from the old name and the new name
was just Domino’s, (Peterson, 2012) along with the change in name the Domino’s also changed its logo, the new logo
had three dots just like the old one but the colour was changed and also instead of Domino’s Pizza only Domino’s
was written under it.

Old to New

In the old logo the box in which the dots were there was in red colour and the domino’s pizza was in blue but in new
logo the dot having one dot was in red colour and the box having two dots and the name Domino’s was in blue
colour. The reason behind this change was to let the customers know about the change that Domino’s has done in
their verity of pizza i.e., they have now expanded the menu for the customer to chose and are not relying only on the
traditional pizza recipe.
I. Literature Review
1. MARKETING MIX
There are 4P’s in marketing mix but Domino’s is a service marketing brand so it can further have three more
marketing mix and total of 7 P’s, i.e., Product, Place, Price, Promotion, People, Process Physical Evidence.
a. Product: Dominos is one of the highest leading pizza outlets in the world. As pizza is a worldwide brand its
products are made and prepared with consideration of the tase that the people have in the local market. In
simple words the product and menu of dominos depends on its location for example Americans prefer
pepperoni pizza more so in America pepperoni has the max demand likewise at other places too this is how
 menu is decided. This menu varies from taste to taste from vegan in some places to nonvegetarian in some
places. Dominos has also classified its base of pizza in different types like thin base, cheese base etc. it also
has different types of dips, sauces and toppings. In short everything depends on the preference of the
customer. They can customise their pizza by choosing any bread, sides, toppings or sauces as per their wish.
The items that are available in sides are not only the drinks but it gives all vegetarian nonvegetarian dishes
like chicken wings, chicken balls, garlic bread, fries, potato wedges, etc.
b. Price: Prices that are kept by dominos is done by keeping in consideration its competitors. The price of pizzas
is competitive so that customers don’t find the price too high as compared to with of its competitors. Price of
pizza varies according to the type of pizza that is asked by the customers i.e., it depends on the type of base
that is used, the sauce used, and the toppings that are put on the pizza. The price for the sides is fixed as they
are not customizable, they are to be bought as it is made. The price of drinks that is provided by the Dominos
is higher than that we get outside because enjoyment and comfort of getting everything at one place.
c. Place: Dominos is a business that is done on franchise basis. About 97% of the business is owned by
franchise. There are almost 13000 store of Dominos all around the world. Out of which the maximum
numbers of stores are in USA i.e., around 4800 stores and India being the second country of having maximum
store which is more than 1100. Dominos does not buy its raw material from outside they make it on their own
so it has 16 manufacturing centre that make dough 1 vegetable processing centre and 1 pressed plant centre in
America and the same trend of the machines are seen in every country. About 95% of the transactions of
Dominos is either done online with the help of dominos app or through its official website.
d. Promotion: Dominos does advancement and publicizing forcefully in its promoting blend. Dominos does
larger part of its advancements on its sites, versatile applications and customized SMS to singular clients to
acquire consideration by making them mindful of the new offers and limits. Dominos additionally advances
itself through television advertisements where it professes to convey pizza with a brief assurance for home
conveyances. It additionally tied up VIPs provincially to more readily interface through the Dominos
commercials. Dominos likewise has included in numerous papers additionally for different new imaginative
items it dispatches in its menu. Dominos likewise offers different markdown advancements on different days
of seven days going from 10% limits to full pizza free, additionally any side dishes free and packaging
methods are utilized to draw in clients.
e. People: Dominos staff is a lot of prepared despite the fact that there isn't a lot of extent of advancement to do
in the client care as they need to fulfil least guidelines. The Dominos representatives go through preparing
according to the instructional pamphlet and as indicated by the rules given by the devoted learning and
advancement group. Representatives are likewise urged to give thoughts to progress through the homeroom
preparing and other formative instruments. The developments are upheld through remunerations under
different plans. There is likewise a severe criticism framework which is connected to the presentation
framework and thus makes the representatives responsible for their activities and conduct on the work
environment. It likewise bolsters different affirmations and other outer improvement programs. Additionally,
the representatives up to the higher administration wear the uniform of Dominos which shows the
correspondence and solid qualities it keeps up in the association.
f. Process: The Dominos café has two strategies for administration that is organization at the eatery and request
online which could be removed or conveyed at home. Both these cycles in its showcasing blend are its
administration offering spine. As it ensures thirty minutes conveyance Dominos focuses on the home
conveyances first as they should be arranged rapidly and afterward taken over by the conveyance kid to be
conveyed. The Dominos eatery conveyances are additionally done on a symbolic premise which decides the
line number and clients can gather their pizzas after they have paid for their orders. In the eateries they need to
look over the menu at the numerous counters which are at the front finish of the kitchen from a menu being
shown before them. After the request being set prompt instalment is made after which they hang tight for
being served. The Dominos eateries additionally has a cleaning staff which consistently keeps up the
cleanliness of the eatery. In the online conveyances there is the pizza tracker framework where you can follow
your request stage from request taking till the conveyance arrives at home. The clients can likewise give the
input straightforwardly to the participants.
g. Physical Evidence: Dominos' greatest actual proof is its appealing family outlets. The client gets the hot
pizza in a specific covering which streaks the advancements and Dominos logo. The size of the bundling
contrasts with the size of the orders and all individual things are for the most part stuffed independently. The
workers must be in their average clothing comprising of the Dominos Shirt and cap and furthermore with least
degree of lead. The instalments are made through money or card in cafés and for online orders there are
assortment of instalment techniques incorporate money, card and portable instalments. The Dominos client
assistance is likewise internet during the eatery working hours for accepting telephonic request just as address
 to the client complaints. The client service is accessible through site or telephone with their countrywide novel
number. Henceforth, this finishes up the Dominos promoting blend.
2. SWOT ANALYSIS
SWOT analysis means analysing the strength, weakness, opportunity and threat of Dominos. In this strength and
weakness are the internal factors i.e., within the organization whereas opportunity and threat are the external
factor means outside of the organization.

a. Strength:
 Brand Identity: Dominos has a really good advertisement and because of its advertising techniques it is
the most known brand in its field. Its 30 minutes delivery guarantee or free is really famous among the
customers. The taste, variety and quality of the pizza has made Dominos a well known and famous Pizza
brand.
 Networking Channel: Dominos is a franchise-based business and it has 13000 franchise all over the
world and this shows the presence of Dominos all over the world. All this franchise has their own
outlets. A single franchise has can have many outlets and this makes a good network of dominos
globally.
 Speedy service and deep menu: a fast and quick service is always liked by a customer and this makes
the customer choose that particular service above others. Dominos do every possible thing to not make
its customers wait. Menu of dominos in India is designed in such a way that it is easy for a middle class
and lower middle-class people to afford. Dominos is a good place for going out with our friends or
family. It has a menu that will provide you pizza at cheap prices to pizza at higher prices according to the
choice of the customer.
 Healthier alternative: when we talk about pizza all we think is cheese and fat that is used in pizza so we
think its unhealthy to eat pizza on regular basis or people who have proper diet don’t prefer pizza but
now Dominos brought an idea of healthy pizza it added healthy fat to its base like it came up with wheat
flour base instead of all-purpose flour. They also started introducing salads in menu of some of the
stores.
 Good Supply Chain: the supply chain that dominos has is really good and because of that only dominos
is able to deliver its orders on time. Not making the customers wait is one of the main preference of
dominos so it makes sure that its supply chain is so good that customers get their orders before time.
Dominos motive behind giving delivery within 30 minuets was that normally a person will at least take
15 minutes to make a breakfast and it takes them only 30 minutes to get a pizza
b. Weakness of Dominos
 Operations: Huge number of diversified outlets brings about trouble in taking care of tasks. Quality
control also gets testing. Because of this, a portion of the Dominos outlets got shut influencing the
picture of the brand.
 Decreasing deals in develop markets: Because of ascend in wellbeing cognizant populace there is
decline in income influencing the business in general.
 Low staff maintenance: High weakening because of the shortfall of legitimate preparing and
improvement is a significant test for Dominos. In addition, the labour utilized is additionally untalented
so they rapidly change occupations when they can't conform to the rushed climate.
  Lesser number of diners: Dominos has more conveyance outlets at that point eating joints which is an
issue particularly in places like shopping centres and different areas where unmistakably clients need a
sitting spot.
c. Opportunity for Dominos:
 Market Extension: Extending to the creating markets will be gainful all things considered, as evolved
markets are developing. Focusing on the creating economies ought to be the future system of the
organization.
 Entrance: Fortifying its outlet network by additional infiltrating the current market will assist Dominos
with expanding its incomes.
 Wellbeing cognizant eatables: Presenting wellbeing cognizant menu with new flavor added substances
which is low in fat will bring about expanding it incomes in future.
 Eateries: By presenting select Dominos cafés in cream regions will assist the brand with more brand
acknowledgment and will likewise help in getting the clients who like to eat outside in rich cafés.
d. Threats of Domino’s
 Immediate and Backhanded Rivalry: Escalated rivalry from the nearby and public players like "Pizza
hovel", US pizza and that's only the tip of the iceberg. Truth be told, Backhanded rivalry is more from
any semblance of McDonalds and KFC wherein clients favour burgers over pizza.
 Changing Purchaser Dietary patterns: With government and NGO's focusing more on wellbeing
mindfulness, individuals are getting more mindful of what to burn-through and what to maintain a
strategic distance from which is influencing the matter of Dominos.
 Cost: As the expense of vegetables and crude materials rises, the expense of keeping up the pizza tie
likewise goes up. Furthermore, rivalry influences the main concern of the organization. Accordingly
dealing with the income gets troublesome.
3. SEGMENTATION
a. Demographic:
In segment division, we partition the market into bunches based on factors like age, sexual orientation, and so on;
these segment factors are so famous with advertisers so they are regularly connected with the shopper's
requirements and needs. Here are the segment factors have been utilized to portion markets.
Age:
Under 15 years - 0%
15 - 20 years - 20%
21 - 30 years – 40%
31 - 40 years - 25%
Over 40 years - 15%
The organizations target crowd are people living alone, youth and the experts who have no ideal opportunity to
get ready food and what they want is to have the food as quick as could really be expected.
Gender
They focused on both genders.(mainly male in light of the fact that numerous guys won't care to prepare food
when they are single).
Income
Privileged 60%
Working Class 35%
Lower class 5%
b. Geographic
Geographic division is fundamentally utilizing the spatial area to fragment the market. In Geographic division
requires the diff topographical units like states, districts, urban areas and the south Asia is a one of the major
 geographic division factors important for advertisers. Here business sectors are for the most part isolated into the
rustic and metropolitan regions. Domino's expects to infiltrate totally inside these business sectors by opening up
20-25 outlets each year in these urban communities. Domino's has a youthful and excited group of in excess of
2,100 workers. Today, Domino's has arisen as the pioneer in the inexpensive food section with about 65% of
piece of the pie of pizza conveyance in India and have outlets more than some other enterprise in the business of
food, not simply the pizza business. All the Organization outlets are corporate outlets contributed by the
organization and furthermore oversaw by the organization.
c. Psychographic
It is the science utilizing brain research to all the more likely comprehend the purchasers, and they are attempting
to sui with nearby food, and they all prepared made the brand name in buyers mind by commercial and
administration for example 30 min conveyance. Dominos in 2005 takes the Arshad Warsi (circuit) as their image
represetative.
In Psychographic division, purchasers are separated into way of life, character or qualities.
Way of life – Business class, open air arranged.
Character – Aggressive, open to encounter.
Events – Customary, extraordinary.
Advantages – Quality, administration, conveyance shortly or probably free.
Client status – Customary client
Utilization rate – Medium
Reliability status – Medium faithful
Status stage – Proposing to purchase
4. PESTLE ANALYSIS
PESTLE analysis of Dominos examinations the brand on its business strategies. Dominos PESTLE Examination
looks at the different outer variables like political, monetary, social, innovative (Irritation) which impacts its
business alongside lawful and ecological elements. The PESTLE analysis features the diverse extraneous
situations which sway the matter of the brand.
a. Political Factors:
Dominos is a global pizza café network which was established in America in 1960. Dominos works in around 85
nations around the world. Its' significant for it to change itself according to the world of politics and political
dangers in the arrangement of the individual nations. Guidelines identified with wages, cleanliness and food
quality differs from one country to another and it is of most extreme significance to conform to these guidelines
which in this way influences their expense. These fluctuating guidelines likewise influence the bundling and
marking of Dominos. Political steadiness and level of thought of cafés area in the country's economy are
significant for Dominos being a drive-through eatery. Exchange obstructions of the host nation may secure
Dominos however the exchange boundaries collected by different nations may hurt the matter of Dominos.
Numerous nations have estimating guidelines for administrations that have influenced the general benefit of
Dominos. Other political components incorporate Licensed innovation insurance, tax assessment, wage
enactment, industry security guidelines in the help area, against trust laws identified with cafés, and so on.
b. Economic Factor:
A portion of the huge financial variables that influence Dominos' s business execution and conditions are
monetary development, customer administrations industry development rate, expansion, emptying, joblessness
rate, loan fee, wage strategies.
The sort of monetary framework whether it is syndication, oligopoly or an ideal rivalry is likewise a significant
financial factor to consider. Each nation has its own Gross domestic product development rate and this influences
how Dominos fills soon. Likewise, the conversion standard of the country Dominos works in impacts the benefit
of Domino’s pizza. Thus, solidness of the host country money is significant as an insecure cash would debilitate
financial backers. Other than this, if there is an expansion in the joblessness level of any country, there would be
more prominent stockpile of occupations than request and this would imply that there would be more individuals
who might work a lower wage subsequently bringing down the expenses of Domino’s Pizza. At long last, Govt
mediation in unrestricted economy and related administrations would influence Dominos as well.
c. Social Factors:
The way of life of an association in a climate is affected by society's way of life and strategy for getting things done.
This culture incorporates certain social variables like demography patterns, power structure in the public eye,
investment of ladies in labour force, and so forth These variables sway both the operational and promoting part of
Dominos. In this manner a careful comprehension of clients, their convictions, perspectives, values, their way of life
and level of schooling, every last bit of it would assist Dominos with planning its item and promoting messages.
The socioeconomics of a fragment for example their ages and sexual orientations incomprehensibly affect whether
an item can be showcased to them. Additionally, the class dispersion of the populace is critical as Dominos would
not have the option to elevate a top-notch item to the overall crowd on the lookout if most of them have a place with
lower class; rather they would go for specialty showcasing. Dominos ought to guarantee that it doesn't lose the
association with the objective portion's inclinations and needs. It ought to be completely mindful about the degree of
wellbeing guidelines and the significance of climate security that wins in the business.
d. Technological factors:
Innovation is quickly disturbing a great deal of businesses. It can possibly change the value structure and the serious
scene of an industry in an extremely restricted measure of time. Along these lines, it become critical for Dominos to
consistently enhance to make due on the lookout and furthermore to boost benefits. It helps the firm not exclusively
to move towards their objective of turning into a market chief yet in addition to maintain a strategic distance from
oldness in not-so-distant future. In spite of the fact that Dominos is a pizza organization yet its separating factor has
consistently been its dominated execution which has made it extremely simple and advantageous to get its items.
Dominos has been an innovator as far as spearheading approaches to convey pizza. Presently, it has thought of the
Dominos Development Carport where it allows the representatives to attempt, test and make thoughts that can
ultimately be utilized at unique stores.
Other innovative elements affecting Dominos incorporate versatile and web entrance for individuals to utilize its
application or access the site, level of acknowledgment of innovation in the general public, acknowledgment of
portable instalments, strengthening of store network accomplices, and so forth.
e. Legal Factors:
The lawful system and government foundations contrast from one country to another and large numbers of them
don't have it sufficiently vigorous to ensure the protected innovation privileges of any association. In the event that
the information is taken, Dominos will lose its serious edge and have a high possibility of disappointment. In this
way, it needs to survey the information laws in the nations it works in and follow the equivalent. As far as
authorization, there are business laws put by the public authority that are not quite the same as the home market,
there are separation laws to guarantee security of representatives in Dominos to guarantee decency, same freedoms
paying little mind to age, sex, religion, and so on Heath and wellbeing laws are additionally made to evade the
appalling conditions that the specialists looked during mechanical upset. There are likewise a few laws to
guarantee a specific degree of value and sensible cost for certain items to guard the shopper which subsequently
expands the expenses of Dominos
f. Environmental Factors:
This angle features the distinctive natural patterns and principles in various business sectors that influences the
productivity of the association. Dominos has to know the degree of shopper activism with respect to natural
worries that will assist them with growing harmless to the ecosystem items. It is essential to know the per capita
and public fossil fuel by products of the working nation to all the more likely foresee its current circumstance
strategy. Likewise knowing the waste administration strategy of these nations would empower Dominos to stick to
the waste administration necessities.
The natural principles and guidelines exceptionally impact the choices such the area of the plant, its item
improvement and estimating procedure, and so forth Depending of recharging energy is costly yet it gets colossal
help both from the public authority and the client base who might be prepared to try and follow through on an
exceptional cost to Dominos for its items. At last, the current climate conditions altogether affect Domino’s Pizza
for the transportation of both the crude materials and the completed merchandise, uniquely if there should be an
occurrence of startling storm.
5. BCG MATRIX
a. Cash Cows: The items that have been on the lookout for quite a while and caught a huge offer in the market
are gold mines. These things advance monetary development and supportability of an organization, without
requiring the degree of speculation needed by the new company units. The low speculation and high deals mix
makes these specialty units a great concentration for the administration regarding monetary help for different
 items. The profit acquired from treasure troves are contributed to fortify the future possibilities of different
items, for example, stars and question marks. Despite the fact that the business is encountering more slow
development rate, the high piece of the pie makes treasure troves a basic piece of the business as it encourages
the firm to create money. The pizza portion is the most noteworthy income creating item for Domino's making
it a gold mine. The utilization of computerized channel for taking the pizza orders has additionally assisted the
organization with utilizing the treasure trove for its potential benefit (McClean, 2016). (Jones, 2015) has
expressed that the organization sells roughly 1.5 million pizzas consistently through its establishments in
various pieces of the world. The high piece of the pie of the organization in the U.S market is likewise credited
to the high deals of its pizzas on the lookout.
b. Stars: A second classification of items is stars which is the arising things in the item arrangement of an
association. The business has the potential for development which makes these specialty units an objective for
speculation and development centred exercises by the administration. The stars can form into treasure troves
once the business has gotten an adult stage. However long these things hold their situation in the class of star,
they are on the way of development regarding piece of the pie and incomes. There are a few items at Domino's
which are as yet filling as far as their interest and deals. These items have been recognized as sandwiches and
breads, for example, garlic bread which have been encountering steady expansion in their piece of the overall
industry and incomes. The sandwich and bread things have been acquainted in the menu with tap into the
market needs of food things separated from pizza. This choice has been a productive move by the organization
as its deals of sandwiches and bread has seen positive pattern and the buyers have promptly acknowledged the
expansion to the menu. The organization has confronted extreme competition in the space of its sandwiches
from the other inexpensive food retailers spend significant time in sandwiches, by and by, the objective market
has made the stove heated sandwiches a triumph.
c. Question Marks: A business oversees various items, anyway all items are not expected to acquire same
degree of achievement on the lookout. A few things have a dubious standpoint, causing the administration to
break down the future bearing that specific specialty unit will take and build up an appropriate system
likewise. The business is as yet in the improvement stage, urging the administration to have the assumption
that the item will be in the end acknowledged on the lookout and gain a higher piece of the pie in future.
Domino's has added a few things to its menu that have not had the option to acquire a comparable positive
gathering as found in the event of its pizza and sandwich spaces. The expansion of chicken things, for
example, chicken wings has not made a positive reaction in the objective market. The chicken things are hence
a question mark for the organization. The administration has recognized the chance of disappointment of its
specific items like strength chicken (Faw, 2014). The organization has sought after interest in the promoting
and creation of its claim to fame chicken things, expecting to build the piece of the overall industry in this
space. There is danger of disappointment, in any case if the item gets fruitful, the organization will actually
want to additionally flourish in the inexpensive food industry.
d. Dog: The last classification in BCG grid is Dog which incorporates every one of those specialty units or items
that are not productive for the association. The organization had dispatched these items with an end goal to
make an expansion to its portfolio, yet the normal outcomes were not gotten by the organization. The low
business development and low piece of the overall industry makes it hard to make the item a critical patron for
the monetary profit of the firm. Now and again items perceived as canines can improve their presentation and
experience turnaround, anyway in countless cases the consistent misfortune inspires the administration to stop
any further interest in this item class. The incorporation of plate of mixed greens in the menu has not been a
beneficial choice for the organization. The purchasers have not had the option to see Domino's as a plate of
mixed greens offering cheap food retailer, in this manner prompting the serving of mixed greens turning into a
canine. As per (Fox news, 2016), the key issue was that the objective market couldn't relate Pizza brand with
plate of mixed greens, prompting negative mentality among the cheap food shoppers. The item has likewise
confronted analysis because individuals are bound to arrange a thing from the cheap food alternatives, instead
of requesting a serving of mixed greens late evening.
II. Competition
Dominos has both direct and indirect competition. Its direct competition. Direct competition here means that
competition with other pizza making companies like pizza hut and indirect competition is referred to as the
competition with other fast-food brands like MacDonald’s, KFC etc. Indirect competition is not only the
competition for Dominos but it’s a competition for Pizza. Indirect Competition also includes the local not so
famous pizza making shops which gives pizza at lower cost than dominos. The main competition to Dominos is
Pizza Hut. Dominos to make itself better than Pizza hut has brought a lot of change in its menu it has come up
with a variety in its menu and lowered it prise so that people can easily afford it.
 Average sales in 2018

III. Research Methodology:

There are some specific steps or procedures or techniques that are used for identifying, selecting, analyzing and
processing data and information on a particular topic. The research methodology gives the knowledge about the
collection of data. Design of the research, procedure of data collection, source from which data is collected is the
points that are to be discussed under this topic.
 RESEARCH DESIDN: the methodology and procedures employed to conduct a study is called research
design. It tells the type of study, methods to collect data and statistical analysis plan.
 The research design of this study is explanatory as it gives information about the marketing stategy
used by Domino’s. The study is based on the selected Practices and strategies to get the data of how it
affects the success of Dominos.
 SOURCE OF DATA: there are mainly two ways of source of “data collection i.e. ‘primary source’ of data
collection and ‘secondary source’ of data collection”.
“Primary data” is the original data that is taken and analysed by the researchers of that field. Primary data is
collected from the response from the people with the help of either a questionnaire, observation, semi
structured interview.

Secondary data source is the data that has been collected from the researches which have taken place earlier.
The type of data collection by using the information different researchers is not case specific instead is related
to studied problem.
The source opted for this study is secondary source which means collection of data and information is done
from the researches done in past by many different researchers.
IV. Conclusion
The conclusion to this report is that Domino’s is at the top of the market and it is only because of the different marketing
strategy that is opted by Domino’s. The best part of Domino’s is its Brand Image and that is made by how good
Domino’s works on Advertisement. As per research of the essential choices for Domino's, the eventual fate of the
organization seems to have a more noteworthy potential to produce income to facilitate the high influence proportion the
organization holds. Key advertising and situating have been the best essential instrument that the organization can use to
amplify its capability of turning into the market chief. The proposition to present a steadfastness program with the clients
can support the deals and client reliability generally. Having a solid client base is the reason for viable deals that any
organization endeavours to accomplish. Other marketing techniques that Domino’s took up were its segmented its
products in different segments according to place, people, gender and age of the consumer, then it sees its target market
in which it can have max sales.

Then it looks after 4 P’s of marketing i.e., product, price, place and promotion. Domino’s also knows properly about its
Strength, Weakness, Opportunity and Threats (SWOT) of or for Domino’s. Domino’s has determined its all the
categories to be considered every point of BCG matrix.
V. References

1) Adweek. (2016, May 9). Retrieved from Adweek website: https://www.adweek.com/creativity/dominos-just-

unveiled-radical-pizza-delivery-car-took-4-years-build-167707/
2) David, A. (2008). Bardon Bibliography. Domino's Pizza .
3) Domino's. (n.d.). Retrieved from Domino's Website: https://biz.dominos.com/about/history/
4) Domino's. (1998). Domino's Founder to Retire, Sell Stake. Los Angeles Times.
5) Faw, L. (2014, April 14). Mediapost. Retrieved from Mediapost website:
https://www.mediapost.com/publications/article/223604/for-dominos-failure-is-an-option.html
6) Fox news. (2016, August 17). Retrieved from Fox news website:
http://www.foxnews.com/food-drink/2016/08/17/domino-s-launches-salads-nationwide-pizza-loving-fans-are-
not-happy.html
7) Gaffey, C. (2016, November 16). The World's First Pizza Delivery by Drone. Newsweek.
8) Horovitz, B. (2009). Domino's Pizza delivers change in its core pizza recipe. USA Times.
9) Jones, A. (2015, March 26). Market Realist ( http://marketrealist.com/2015/03/dominos-pizza-serving-1-5-
million-pies-day/). Domino’s Pizza: Serving 1.5 million Pies a Day.
10) Leonard, J. (2012). Living the Faith: A Life of Tom Monaghan. University of Michigan Press, 41-55.
11) McClean, P. (2016, October 12). FinancialTimes ( https://www.ft.com/content/a821291e-906c-11e6-8df8-
d3778b55a923. Domino’s delivers sales rise but growth slows. Retrieved from
https://www.ft.com/content/a821291e-906c-11e6-8df8-d3778b55a923
12) Monaghan, T. (2003, September 1). Tom Monaghan Domino's Pizza. (J. Sloane, Interviewer)
13) Peterson, K. (2012, August 2012). Domino's gets a makeover. MSN Money.
14) pizzaturnaround. (2010, June 13). Retrieved from pizzaturnaround website: http://pizzaturnaround.com/
15) Star, T. T. (1988, May 27). Domino's Pizza delivers 100th store. Canada.
16) Twitter. (2012, September 19). Retrieved from Twitter Website: http://www.twitter.com
17) Yahoo. (2015, October 22). Retrieved from Yahoo.com: https://www.yahoo.com/news/dominos-delivers-a-
slice-of-auto-history-with-new-191828495.html