MARKETING MIX STRATEGY OF

DOMINO’S

A thesis submitted in partial fulfilment of

the requirement for the award of the degree
of
Master Of Business Administration
In
MARKETING MANAGEMENT
By
Priyanshu Das (230402100001)
Udit Narayan Sarangi (230402100010)
Arpan Kumar Pattnaik (230402100030)
Ritesh Ranjan Sharma (230402100040)
Gyana Ranjan Pruseth (230402100063)

CENTURION UNIVERSITY OF TECHNOLOGY AND MANAGEMENT, ODISHA

OCTOBER 2023
 CERTIFICATE
This is to certify that the thesis entitled “The Marketing Mix strategy of
Domino’s” being submitted to the faculty of Management, Centurion University
Technology and Management is a bonafide work of Priyanshu Das, Udit Narayan
Sarangi, Arpan Kumar Pattnaik, Ritesh Ranjan Sharma, Gyana Ranjan Pruseth,
carried out under my / our supervision, is in accordance with the standards prescribed
by the university for the award of the degree of Master of Business Administration of
this University. It is to further certify to the best of my / our knowledge, that this work
has not been submitted earlier in this institute and the university or elsewhere for the
award of any degree.

Signature of Co- Supervisor Signature of Supervisor

Name of Co- Supervisor with designation Name of Supervisor with designation

SIGNATURE – ( )
HEAD OF THE DEPARTMENT / DEAN OF THE SCHOOL

DEPARTMENT SEAL
 DECLARATION

I hereby declare that the Thesis entitled “The Marketing Mix strategy of

Domino’s” submitted for the Master of Business Administration is my original work

and the project has not formed the basis for the award of any Degree or any other

similar titles in any other University / Institute.

Name of the Students: Priyanshu Das (230402100001),

Udit Narayan Sarangi (230402100010),

Arpan Kumar Pattnaik (230402100030),

Ritesh Ranjan Sharma (230402100040),

Gyana Ranjan Pruseth (230402100063)

Place: Bhubaneswar

Date:
 ACKNOWLEDGEMENTS

I wish to express my profound and sincere gratitude to Prof. Dr. Chimaya

Kumar Dash, School of Management, CUTM, Bhubaneswar Campus, who guided me
into the intricacies of this thesis nonchalantly with matchless magnanimity.

I am highly grateful to Dr. Chinmaya Kumar Dash who evinced keen interest
and invaluable support in the progress and successful completion of my thesis work.
I am indebted to my friends for their constant encouragement, co-operation and
help. Words of gratitude are not enough to describe the accommodation and fortitude
which they have shown throughout my endeavor.

Name of the Student: Priyanshu Das (230402100001),

Udit Narayan Sarangi (230402100010),

Arpan Kumar Pattnaik (230402100030),

Ritesh Ranjan Sharma (230402100040),

Gyana Ranjan Pruseth (230402100063)

Place: Bhubaneswar

Date:
INTRODUCTION:

Domino's is the largest pizza restaurant chain in the world based on global retail sales, with
more than 17,800 stores in over 90 markets. Founded in 1960, our roots are in convenient
pizza delivery, while a significant amount of their sales also come from carryout customers.
Although they are a highly-recognized global brand, they focus on serving the local
neighborhoods in which they live and do business through their large network of franchise
owners and Company- owned stores. On average, they sell more than 3million pizzas each
day throughout our global system.

The business model is straightforward: we handcraft and serve quality food at a competitive
price, with easy ordering access and efficient service which are aided by the technology
innovations. Our dough is generally made fresh and distributed to stores around the world by
us and the franchises.

Domino's generates revenues and earnings by charging royalties to its franchisees. Royalties
are ongoing percent-of-sales fees for use of the Domino's brand marks. The Company also
generates revenues and earnings by selling food, equipment and supplies to franchises
primarily in the U.S. and Canada, and by operating a number of our own stores. Franchisees
profit by selling pizza and other complementary items to their local customers. In the
international markets, they generally grant geographical rights to the Domino's Pizza brand to
master franchisees. These master franchisees also profit by running pizza stores, and often by
sub-franchising and selling ingredients and equipment to those sub-franchisees. Everyone in
the system can benefit, including the end consumer, who can feed their family Domino's
menu item conveniently and economically.
 The business model can yield strong returns for the franchise owners and Company-owned
stores. It can also yield significant cash flow to us, through a consistent franchise royalty
payment and supply chain revenue stream and with moderate capital expenditures. Domino’s
have historically returned cash to shareholders through dividend payments and share
buybacks since becoming a publicly traded company.

In the international markets, they generally grant geographical rights to the Domino's Pizza brand to
master franchisees. These master franchisees also profit by running pizza stores, and often by sub-
franchising and selling ingredients and equipment to those sub-franchisees. Everyone in the system
can benefit, including the end consumer, who can feed their family Domino's menu item conveniently
and economically.

Domino's Pizza, Inc.

Headquarters in

Type

DPZ
component
Industry  Food delivery
 Franchising
 Restaurants
Founded December9, 1960; 60 years ago in Ypsilanti, Michigan, U.S.

Founders  James Monaghan

 Tom Monaghan
 Dominick De Varti
Headquarters Domino's Farms Office Park,
Ann Arbor, Michigan
,
U.S.
Number of 19,880
locations
Area served Worldwide
Key people David A. Brandon(Chairman)
Russell J. Weiner(CEO)
Products  Chicken wings
 Dessert
 Pasta
 Pizza
 Submarine sandwiches
Revenue US$ 4.469 billion (FY 2023)
Operating income US$ 0.811 billion (FY 2023)
Net income US$ 0.148 billion (FY 2023)
Total assets US$1.619 billion (2023)

Total equity US$ -4.7 billion (2023)

Number of 11000 (2023)
employees
Website dominos.com
HISTORYOFCOMPANY:

In 1960,Tom Monaghan and his brother, James, took over the operation of DomiNick's, an
existing location of a small pizza restaurant chain that had been owned by Dominick De
Varti, at 507 CrossStreet (now 301 West CrossStreet) in Ypsilanti, Michigan, near Eastern
Michigan University. The deal was secured by a $500 down payment, then the brothers
borrowed $900 to pay for the store. The brothers planned to split the work hours evenly, but
James did not want to quit his job as a full-time postman to keep up with the demands of the
new business. Within eight months, James traded his half of the business to Tom for the
Volkswagen Beetle they used for pizza deliveries.

By 1965, Tom Monaghan had purchased two additional pizzerias; he now had a total of three
locations in the same county. Monaghan wanted the stores to share the same branding, but the
original owner forbade him from using the DomiNick's name. One day, an employee, Jim
Kennedy, returned from a pizza delivery and suggested the name "Domino's". Monaghan
immediately loved the idea and officially renamed the business Domino's Pizza, Inc. in 1965.

The company logo originally had three dots, representing the three stores in 1965.Monaghan
planned to add a new dot with the addition of every new store, but this idea quickly faded, as
Domino's experienced rapid growth. Domino's Pizza opened its first franchise location in
1967 and by 1978, the company had expanded to 200 stores. In 1975, Domino's faced a law
suit by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement
and unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans
found in favor of Domino's Pizza.

In 1998, after 38 years of ownership, Domino's founder Tom Monaghan announced his
retirement, sold 93 percent of the company to Bain Capital, Inc. for about $1billion, and
ceased being involved in day-to-day operations of the company. A year later, the company
named Dave Brandon as its CEO.
FRANCHISES:

Domino's Pizza, as of September 2018, has locations in the United States (including the
District of Columbia, Guam, Puerto Ricoand the U.S. Virgin Islands), in 83 other countries,
including overseas territories such as the Cayman Islands and states with limited recognition
such as Kosovo and Northern Cyprus. It has its stores in 5,701 cities worldwide (2,900
international and 2,800 in the U.S.). In 2016, Domino's opened its 1,000 th store in India. As of
the first quarter of 2018, Domino's had approximately 15,000 stores, with 5,649 in the U.S.,
1,232 in India, and 1,094 in the U.K.

In most cases, Domino's has master franchise agreements with one company per country, but
three companies have acquired multiple master franchise agreements, covering multiple
countries:

 The rights to own, operate, and franchise branches of the chain in Australia,
Denmark, New Zealand, France, Belgium, the Netherlands, and Monaco are
currently owned by Australian Domino's Pizza Enterprises, having bought the
master franchises from the parent company in 1993 (Australian and New Zealand
franchises) and 2006 (European franchises).
 The master franchises for the UK and Ireland were purchased in 1993 by the
British publicly listed Domino's Pizza Group (DPG), which acquired the master
franchise for Germany in 2011 and Switzerland, Liechtenstein, and Luxembourg
in August 2012 by buying the Swiss master franchise holder, with an option to
acquire the Austrian master franchise as well. DPG opened its first Swedish
location near the Mobilia shopping mall in Malmö in December 2016; three years
later, in 2019, they announced however that they would sell all their current
business in the country.

 The master franchises for India, Nepal, and Sri Lanka are currently owned by the
Indian company Jubilant Food Works. India is the largest international market for
Domino's outside its home market, being the only country to have over 1,000
Domino's outlets. The company operates 1,232 stores across 264 Indian cities as
of 2018.
  In Bangladesh, the franchises for Domino's Pizza are co-owned by Jubilant Food
Works and Golden Harvest Limited forming 'Domino's Pizza Bangladesh
Limited'. In this entity, Jubilant Food Works is the majority shareholder and owns
51% of the company, while the rest of the share is owned by Golden Harvest
Limited. The first store in Bangladesh opened in February 2019.
 As of July 27, 2020, Domino's Pizza opened in down town Zagreb, Croatia.

PRODUCTS:
The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian- American main and side dishes. Pizza is the primary focus, with
traditional, specialty, and custom pizzas available in a variety of crust styles and toppings. In
2011, Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken and bread sides, as well as beverages
and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative
to other fastfood restaurants, to ensure efficiency of delivery. Historically, Domino's menu
consisted solely of one style of pizza crust in two sizes (12-inch and 16-inch), 11 toppings,
and Coca-Cola as the only soft drink option.

The first menu expansion occurred in 1989, with the debut of Domino's deep dish or pan
pizza. Its introduction followed market research showing that 40% of pizza customers
preferred thick crusts. The new product launch cost approximately $25million, of which
$15million was spent on new sheet metal pans with perforated bottoms. Domino's started
testing extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The
Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken
Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat
fillets, similar to chicken fingers, are packaged in a custom-designed box with two types of
sauce to "heat up" and "cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000, the Philly
Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the
National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related
advertising. Domino's continued its move toward specialty pizzas in 2006, with the
introduction of its Brooklyn Style Pizza, featuring a thinner crust, cornmeal baked in to add
crispness, and larger slices that could be folded in the style of traditional New York-style
pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked
sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches.
Early marketing for the sandwiches made varied references to its competition, such as
offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of
the same name.

The company introduced its American Legends line of specialty pizzas in 2009, featuring
40% more cheese than the company's regular pizzas, along with a greater variety of toppings.
That same year, Domino's began selling its Bread Bowl Pasta entree, a lightly seasoned bread
bowl baked with pasta inside, and the Lava Crunch Cake dessert, composed of a crunchy
chocolate shell filled with warm fudge. Domino's promoted the dessert by flying in 1,000
cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St. Helens in Washington
state.

In 2010, shortly after the company's 50 th anniversary, Domino's changed its pizza recipe
"from the crust up", making significant changes in the dough, sauce, and cheese used in their
pizzas. Their advertising campaign admitted to earlier problems with the public perception of
Domino's product due to taste issues.

In September 2012, Domino's announced it was going to roll out a pan pizza on September
24, 2012. Following this move, the Deep Dish pizza was discontinued after 23 years of being
on the menu.

In December 2013, Domino's Pizza in Israel unveiled its first vegan pizza, which uses a soy-
based cheese substitute supplied by the UK company V-Bites.

After a stock low point in late 2009, the company's stock had risen 700 percent in the five
years preceding February 2016.
OBJECTIVES OF ANALYSIS:
This Project work has certain objectives behind it. Without any proper objective one can not
plan its implementation.

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

The objectives of the analysis are:

 Segmentation, targeting, positioning in the Marketing strategy of DOMINOS

 Competitive advantage in the Marketing strategy of DOMINOS

 BCG Matrix in the Marketing strategy of DOMINOS

 Distribution strategy in the Marketing strategy of DOMINOS

 Brand equity in the Marketing strategy of DOMINOS

 Competitive analysis in the Marketing strategy of DOMINOS

 Market analysis in the Marketing strategy of DOMINOS

 Customer analysis in the Marketing strategy of DOMINOS

CHALLENGES/ PROBLEMS FACED BY DOMINO’S:
Dominick’s, a pizza store in Ypsilanti, Michigan. The company was renamed as
Domino’s Pizza in 1965. In order to expand globally, franchisers were invited to open their
own stores and this paved the way for Domino’s Pizza to mark its presence in various
countries across the world. However, the company’s operations in various countries outside
the US were a failure. Many analysts opined that the failure was mainly due to the company’s
failure to comply with the requirements of local customers.

The company started carefully analyzing the local environment and adapting its
practices to suit the needs of customers. Further, it also trained its franchisees to meet the
company’s standards. This was evident in the case of its franchisees in Japan who won the
hearts of Japanese consumers by meeting their demands. The dramatic changes in the
demographics of the Japanese market in the1980s gave scope for a lot of business
opportunities. The emergence of the working woman who found little time for cooking gave

rise to the need for ready to eat food. Further, the teen population in Japan had developed an
interest in western habits and styles. These demographical changes in Japan encouraged
Domino’s Pizza to open its first pizza store in Japan in 1985. It proved to be a success.
Domino’s Pizza did a lot of ground work before it entered the Japanese market. It conducted
extensive market research, which revealed that the food habits and tastes of the Japanese were
quite different from that of the US consumers. The research found that the Japanese preferred
raw fish, rice, and seaweed in their diets to pizza with common ingredients like tomato and
cheese. It was also found that among the various segments of the Japanese market, the teen
segment was the one that liked pizza the most. But the segment couldn’t afford to consume
the product in huge quantities as it had the least disposable income. Another potential
segment was the premium segment, but the problem was that the people of this segment
preferred to go out to expensive restaurants rather than having a pizza at home. Thus, the
Japanese market threw many challenges in Domino’s way.
Domino’s tried many strategies to win the patronage of the Japanese consumers. The
first among these was changing the size of the pizza. It made the pizzas smaller – into 10 and
14inch pies from the 12 and 16inch versions, along with toppings preferred by the Japanese.
Domino’s introduced toppings such as squid, shimeji mushrooms, pineapple and corn,
catering to the tastes of the Japanese consumers. One major hurdle for the company in
reaching its customers was the heavy traffic in Japan that made it impossible to deliver the
product in time. However, the company was able to overcome the problem of by using three-
wheeled scooters with a pizza-warming container on the rear of the vehicle. These vehicles
were able to zip past the traffic on Japan’s congested roads, allowing the delivery boys to
rush even during the heavy traffic hours to keep to their delivery times. Another difficulty
Domino’s faced in Japan was locating addresses as the houses in Japan were not numbered
according to location, but according to when they had been constructed. Therefore, the
franchisee outlets in Japan were provided with the area maps to easily locate the customers
and deliver the pizzas in time. Also, the employees of the stores were given intensive training
on behavioral aspects. The training programs taught the staff about the Japanese standards of
politeness by providing samples of polite phrases. The staff was also supposed to use polite
phrases when they answered phone calls from customers.
 ADVERTISING:
In late 1986, Domino's was well known for its advertisements featuring a character called the
Noid, created by Group 243 Inc. who hired Will Vinton Studios to produce the television
commercials that featured the character. The catch phrase associated with the commercials
was" Avoid the Noid". The Noid was discontinued after Kenneth Lamar Noid, believing
them ascot to be an imitation of him, held two Domino's employees hostage in Chamblee,
Georgia. The employees escaped while Noida tea pizza he had ordered. Noid was eventually
diagnosed with paranoid schizophrenia and acquitted due to insanity, and later committed
suicide. The Noid was briefly brought back for a week in 2011 in an arcade - style game on
the Domino's Facebook page. The person with the top score received a coupon for a free
pizza.

Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but
scrapped the idea and never promoted it. There demotion code to receive the pizzas was
never deactivated, however, and resulted in the free giveaway of the pizzas across the United
States after someone discovered the promotion on the website by typing in the word "bailout"
as the redemption code and then shared it with others on the Internet. Domino's deactivated
the code on the morning of March 31, 2009, and promised to reimburse store owners for the
pizzas.

Domino's sponsored CART's Doug Shier son Racing, which was driven by kind won the
1990 Indian apolis500. In 2003, Domino's teamed up with NASCAR for a multi - year
partnership to become the "Official Pizza of NASCAR." Domino's also sponsored Michael
Waltrip Racing and driver David Routeman during the 2007 season in the NASCAR Sprint
Cup Series.

In June 2018, Domino's announced that it had started a project to pave over cracks and pothole
son roads in the United States called "Paving for Pizza" to prevent their pizzas from being
ruined, giving cities and towns grants for road repairs. The company had reached an agreement
with four cities and towns, including Burbank, California; Bartonville, Texas ;Athens,
Georgia; and Milford, Delaware to pave their roads. The paved sections feature the Domino's
logo along with the slogan "OH YES, WE DID".
 30-MINUTE GUARANTEE:

Beginning in 1973, Domino's Pizza offered a guarantee to customers their pizza would be
delivered within 30 minutes of placing an order or they would receive the pizza free. This
guarantee was changed to $3 off in 1987. In 1992, the company settled a lawsuit brought by
the family of an Indiana woman who had been killed by a speeding Domino's delivery driver,
paying the family $ 2.8million. In another 1993 law suit, brought by a woman who was
injured when a Domino's delivery driver reared light and collided with her vehicle. The
woman was awarded nearly $80million by a jury, but accepted a payout of $15million.The
half-hour guarantee was dropped that same year because of the "public perception of reckless
driving and irresponsibility", according to then-CEO Tom Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes, "alluding to
the earlier pledge, but stopping short of promising delivery in half an hour.

The company continues to honor the 30-minute guarantee for orders placed in its stores
located in Colombia, Vietnam, Mexico, China, and India. The 30-minute guarantee is subject
to the terms and conditions applied in the respective country.

MARKETING:

In 2001, Domino's launched a two-year national partnership with the Make A Wish
Foundation of America. That same year, company stores in New York City and Washington,
D.C. provided more than 12,000 pizza store life workers following the 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. In 2004, Domino's began a
partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks
and Giving" campaign since the campaign began in 2004, and raising
$5.2 million in 2014.

In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and
also rolled out its online and mobile ordering sites. In 2008, Domino's introduced the Pizza
Tracker, an online application that allows customers to view the status of their order in a real
time progress bar. Since 2005, the voice of Domino's Pizza's US phone order in service has
been Kevin Railsback.
 In a 2009 survey of consumer taste preferences among national chains by Brand Keys,
Domino's was last—tied with Chuck E. Cheese's. In December that year, Domino's
announced plans to entirely reinvent its pizza. It began a self-critical ad campaign in which
consumers were filmed criticizing the then current pizza's quality and chefs were shown
developing a new pizza. The new pizza was unveiled that same month. The following year,
2010 and Domino's 50th anniversary, the company hired Patrick Doyles its new CEO and
experienced a 14.3% quarterly gain. While admitted not to endure, the success was described
by Doylean of the largest quarterly same-store sales jumps ever recorded by a major fast-food
chain.

In 2011, Domino's launched a billboard advertising in New York's Times Square which
displayed real time comments from customers, including good, neutral and bad comments.

In 2015, Domino' surveilled "pizza car" that can carry 80 pizzas, sides, 2-liter bottles of soda,
and dipping sauces. It also has a 140-degrees Fahrenheit oven on board and is more fuel
efficient than as standard delivery car. Officially named the Domino's DXP, the car is a
Chevrolet Spark customized by Roush Performance. Once each car reaches 100,000 miles, it
will be retired and returned to Roush, where it will be returned to stock form.

In 2016, Domino's cooperated with technologies and applied self-driving robots to deliver
pizzas in specific German and Dutch cities. In 2016, Domino's in New Zealand delivered the
world's first pizza delivery by unmanned aerial vehicle using the DRU Drone by Flirtey.

In February 2017, Domino's launched a wedding registry with gifts delivered in the form of
Domino's eGift cards. Dominos also worked with Gugu Guru to create a pizza-themed baby
registry. Customers have the option of signing up for Domino's pizza pack a get observed for
the event.

In June 2018, Domino's began repairing potholes in America as part of its "Paving for Pizza"
initiative to prevent its pizzas from being damaged in transit.

In June 2019, Domino's announced a partnership with robotics company Nuro The service is
slated to launch in Houston, Texas with Nuro's custom, self-driving vehicle, R2.
8 DOMINOS MARKETING MIX STRATEGY:

Marketing Mix of Dominos analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Dominos marketing strategy. There are several marketing
strategies like product/service innovation, marketing investment, customer experience etc.
which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix
(4Ps) is the widely used framework to define the strategies. This article elaborates the
product, pricing, advertising & distribution strategies used by Dominos.

Let us start the Dominos Marketing Mix & Strategy:

8.1 Dominos Product Strategy:

The product strategy and mix in Dominos marketing strategy can be explained as follows:

Dominos is one of the leading global pizza outlets. The product line of Dominos is mainly
concentrated on various kinds of pizzas which are customized with respect to the local
markets. In America the most popular offered by Dominos is the pepperoni pizza. In other
places it ranges from a lot of vegan pizzas too their non-vegetarian pizzas. The size of the
bases has a lot of variety and are of various types. A variety dips, sauces and toppings are
also included. Domino’s pizza can be customized as per the preference of the customer. It
also contains a variety of pastas both of non-vegetarian and vegetarian types. Apart from
pizza breads there are other flavored breads on the menu. The side items offered by Dominos
also include chicken wings, bacon and other flavored chicken dishes. All these are the main
product mix in the pizza brand’s marketing mix. The dishes are also accompanied with drinks
for which it has tied up with Coca Cola and sell all these of beverages and major juices made
by Coca Cola.

In India the Dominos menu also majorly consists of various types of pizzas, chicken crusts,
flavored breads, pastas, sided is he strangling from dips, desserts, chicken item sand sub
witches, burger pizzas, mousse cake, choice of toppings. The soft beverages and other drinks
again are tied up with Coca Cola.
 8.2 Dominos Price/ Pricing Strategy:

Below is the pricing strategy in Dominos marketing strategy:

Dominos has got a very competitive pricing for its pizzas.

Since Dominos has two major competitors which are almost equally or even more spread
than it is it has to keep competitive prices. The prices are differentially done with three sizes
available and the non-vegetarian pizzas being charged relatively higher. Also, the pricing of
pizzas and other eatables in its marketing mix is so done that the segment one size is catering
to does not overlap with the other. Also, as we go on customizing the charges are on the basis
of part added to the pizza. The side dishes do not have choices and are priced at one price.
The beverages sold by Dominos are quite higher than that of normally sold at the general
market because of the convenience.

8.3 Dominos Place & Distribution Strategy:

Following is the distribution strategy of Dominos:

Dominos operates on a franchise-based model where 97% of its business is franchise owned.
Currently there are around 13000 Dominos stores globally. In the United States around 4800
domestic franchise stores and 840 around franchisees operating more than one stores.
Internationally there are more than 7300 stores of Dominos. Outside the United States, India
is the next hotspot destination having more than 1100 stores. It has 16 dough manufacturing
Centre’s and 1 equipment supply centre,1 vegetable processing center and 1 pressed plant
center in America. Similar kind of proportions are maintained globally although the machines
and other equipment are supplied by Dominos itself.

Dominos also has presence online as 95% of the transactions are done online through app
sand on its websites with more than 39 countries making orders online.

8.4 Dominos Promotion &Advertising Strategy:

The promotional and advertising strategy in the Dominos marketing strategy is as follows:

Dominos does promotion and advertising aggressively in its marketing mix. Dominos does
majority of its promotions on its websites, mobile apps and personalized SMS to individual
customers to gain more attention by making them aware of the new offers and discounts.
Dominos also promotes itself through TV commercials where it claims to deliver pizza with a
30-minute guarantee for homedeliveries. It also tied up celebrities regionally to better connect
through the Dominos advertisements. Dominos also has featured in many newspapers also for
various new innovative products it launches in its menu. Dominos also offers various
discount promotions on various days of a week ranging from10% discounts to full pizza free,
also any side dishes free and bundling techniques are used to attract customers.

Since this is a service marketing brand, here are the other three to make it the 7Ps marketing
mix of Dominos.

8.5 PEOPLE:
Dominos staff is very much trained although there Is not much scope of innovation to do in
the customer service as they have to meet minimum standards. The Dominos employees
undergo training as per the training manual and according to the guidelines provided by the
dedicated learning and development team. Employees are also encouraged to provide ideas
for improvement through the classroom training and other developmental tools. The
innovations are supported through rewards under various schemes. There is also a stringent
feedback system which is linked to the performance system and hence makes the employees
accountable for their actions and behavior on the workplace. It also supports various
certifications and other external development programs. Also, the employees up to the higher
management wear the uniform of Dominos which shows the equality and strong values it
maintains in the organization.
 8.6 PROCESS:
The Dominos restaurant has two methods of service that is order at the restaurant and order
online which could be taken away or delivered at home. Both these processes in its marketing
mix are its service offering backbone. As it guarantees thirty minutes delivery Dominos
prioritizes the home deliveries first as they need to be prepared quickly and then taken over
by the delivery boy to be delivered. The Dominos restaurant deliveries are also done on a
token basis which determines the queue umber and customers can collect their pizzas after
they have paid for their orders. In the restaurants they have to choose from the menu at the
many counters which are at the front end of the kitchen from a menu being displayed in front
of them. After the order being place immediate payment is made after which they wait for
being served. The Dominos restaurants also has a cleaning staff which regularly maintains the
hygiene of the restaurant. In the online deliveries there is the pizza tracker system where you
can track your order phase from order taking till the delivery reaches home. The customers
can also give the feedback directly to the attendees.

8.7 PHYSICAL EVIDENCE:

Dominos’ biggest physical evidence is its attractive family outlets. The customer receives the
hot pizza in a specialized covering which flashes the promotions and Dominos logo. The size
of the packaging differs with the size of the order and all individual items are generally
packed separately. The employees have to be in their typical attire consisting of the Dominos
T-shirt and cap and also with minimum level of conduct. The payments are made through
cash or card in restaurants and for online orders there are variety of payment methods include
cash, card and mobile payments. The Dominos customer support is also online during the
restaurant working hours for taking telephonic order as well as address to the customer
grievances. The customer support is available through website or phone with their country
wide unique number. Hence, this concludes the Dominos marketing mix.
 9 DOMINOS SWOT ANALYSIS:

Dominos
Dominos Strengths
weakness::
Below
1. are
Highthefat
Strengths in calorie
and high the SWOTfoodAnalysis
not goodoffor
Dominos:
health-conscious people.
1. Dominos is a hugely popular brand name and has high brand loyalty
2. Intense competition means Domino’s has limited growth in market share.
2. Diverse range of products offered by Dominos apart from Pizzas
3. Hygienic food and quick service
4. Leader in online& mobile ordering as compared to its competitors
Parent has a strong brand equity supported by heavy advertising & marketing campaigns
5. Dominos
Dominos
6. Global franchise operations-more than3,500 in over 50 countries
Company
7. Efficient and effective supply chain management enables it maintain its goodwill and promises
8. More than 200,000+
Category Fast people are employed
food eating joints with Dominos

Sector Food &Beverages

Tagline/ The world's leading pizza delivery company; Khushiyo ki home

Slogan delivery; Hungry Kya? Ye Hai Rishton ka time

USP Dominos pizza home delivery in 30 minutes else free

Dominos Opportunities:

Following are the Opportunities in Dominos SWOT Analysis:

1. Improve efficiency and home delivery service, which is Dominos' point of differentiation.
2. Introduction of new floridities and pizza toppings that are regions specific can be a good
stride for Dominos.
3. The distribution network should be further strengthened so as to ensure market penetration
in the existing markets at maximum optimum levels.
4. Growing presence in emerging markets, particularly In India, China.

Dominos Threats:

The threats in the SWOT Analys is of Dominos areas mentioned:

1. Intensive competition from a fragmented number of small competitors can reduce
business for Dominos
DOMINOS BRAND ANALYSIS AND STP:
2. Changing consumer has its toward sheal their food choices.
3. Changing government policies and regulations can affect global operations

Dominos Segmentation
People willing to have a delicious pizza restauranters at home

Dominos Target Market

Children and youth from middle and upper classes from urban areas

Dominos Positioning
Best pizza homedelivery service
 DOMINOS COMPETITORS:

1. KFC
2. Pizza Hut
3. McDonalds
4. Subway
5. Burger King
6. Smokie Joes Pizza
7. Taco Bell
8. Papa John’s Pizza

ANALYSIS:

 Segmentation, targeting, positioning in the Marketing strategy of

DOMINOS:
When Consumers hear the name Domino’s they are able to associate it with “30 minutes
delivery guarantee. This is one of the most popular campaigns of Domino’s highlighting what
Domino’s stand for – Fast delivery with excellent taste.
It segment It sufferings based on demographic and geographic factors, forge.-it has localized
its menu when it entered in India. Dominos understands that cow is sacred here so Dominos
replaced pepperoni, beef-based toppings with spicy chicken sausage topping.
It uses differentiated targeting strategy to serve the market based on the taste & preferences.
Dominos have been successful so far in positioning itself as a Pizza brand having competitive
pricing and varied options to choose from.

 Competitive advantage in the Marketing strategy of DOMINOS

Supply chain –integration across the supply chain has helped the company in aligning its
resources and controlling the constructures as to be competitive in the market& at the same
time emerge as most preferred Pizza provider.
Fast Delivery–Whether you have the mouth-watering Pizza the rotulets get it delivered at
your place, one can always count on Dominos for its quick delivery services which have
helped the company in improving its value delivery process. It even brought in packaging to
prove that its pizza is delivered Hot.

Low-cost outlets –It is one of the major cost components making their business viable as
compared to the rival Yum brand’s outlets. There is no outlet of Domino’s which is premium
designed with plush interiors. Instead, the outlets promote faster consumption so that people
can order, eat and move on. Pizza is promoted exactly for what it stands for – Fast food.

 BCG Matrix in the Marketing strategy of DOMINO’S:

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

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

 Distribution strategy in the Marketing strategy of DOMINO’S

 Strategically located Dominos outlets and vertically integrated value delivery system had
helped Dominos to serve its customer in best way. Decrease the turn-around-time
(TAT)/waiting period is the major advantage that Dominos have over its competitors.

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

 Brand equity in the Marketing strategy of DOMINOS

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

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

 Competitive analysis in the Marketing strategy of DOMINOS

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

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

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

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

1. Increase the customer satisfaction level by offering convenience.

2. Cost control

 Customer analysis in the Marketing strategy of DOMINOS

Customer of Dominos varies geographically across the world. In developed nations like US,
UK etc. consumers are of all age groups whereas in developing nations like India majority of
customers are younger generations in the age group of 20-40 years.

Furthermore, health consciousness is definitely affecting the consumer psyche as people are
looking for healthier options such as Subway or others which are lesser in calories as
compared to a complete pizza.
10 STRATEGIC ANALYSISANDRECOMMENDATIONS:

Domino’s Pizza Inc. has been considered as the second-largest pizza chain in the United
States according to Forbes Magazine. The status of the company is that it has over 9,000
franchised and corporate stores tin over 60 international markets including the 50 states in the
United States. It is important to note that the company was bought Bain Capital back in the
year 1998 and shares were traded in 2004 after the company went public. Some of the
delicacies featured on the Domino’s menu include pasta, oven-baked sandwiches, boneless
chicken, wings, breadsticks, salads, a variety of dessert items, cheese sticks, and of course
pizza.

Since its inception, the company has grown from strength to strength. Domino’s Pizza Inc.
started its first franchise business in 1967 by opening a first store in Ypsilanti. Despite the
original idea to add a dot to the logo of the company on every opening of a new branch, the
idea was quickly faced out because the company was quickly experiencing rapid growth. By
the year 1978, the business opened its 200th store. This showed how first the business was
growing. However, it is important to note at this point that the company has underwent a
major challenge during its infancy stages that threatened to hamper the growth of the
company and even its existence. The 1975 lawsuit filed by Amstar Corporation, which was a
maker of Domino Sugar at that time, made a complaint arguing and alleging that Domino’s
Pizza Incorporation had violated and infringed its trademark and had therefore instituted
unfair competition to their company. This legal battle lasted for five years and on May 2,
1980, the court of appeal or federal appeals court ruled in favor of Domino’s Pizza
Incorporation.
Domino’s Pizza Incorporation went international in 1983 when it opened its first international
store on May 12, 1983 in Winnipeg, Manitoba, Canada. During the same year, the Domino’s
had managed to open its 1,000th store in general. The company also managed to reach a
whooping 1,000 international stores by the year 1995 and further stretched this number to
1,500 stores in the next two years. One of the greatest achievements of the company in terms
of expansion was the opening of seven stores across five continents in just one day.

Domino’s Pizza Company rolled out its mobile and online ordering services in the year 2007
while at the same time delivering and introducing their Dream franchising programs and at its
Veterans respectively. These events made a significant impact in the company pushing
company operations a notch higher. One another significant event in 206 was the
performance of Domino’s store in Tallaght, Dublin in Ireland: the store made a turnover of $3
million and become the first store ever in the history of the company to hit the mark.

It is of equal importance to take note of the fact that the company was rated the last tying
with Chuck E. Cheese’s in a survey that was conducted by Brand keys on all consumer taste
preferences among national chains in 2009. This arguably meant bad results for the company
and strategic issue had to be developed some of which are still under current implementation
as will be discussed later in this paper. In 2008, the Dominos adopted a diversification
strategy through the introduction of non-pizza fare where they offered oven-baked
sandwiches in four unique styles. The strategy was intended to compete with toasted
submarine sandwiches cooked or prepared by Subways, a first food restaurant. One of the
marketing strategies adapted by the company in marketing these sandwiches was to offer
them freely to people who were named “Jared” which was a reference to one an employee of
Subways, its targeted competitor.
BODY INTRODUCTION / PURPOSE OF THE REPORT:

The purpose of this report is to identify strategic planning issues in Domino’s Pizza
Incorporation which the management or the company plans to achieve or is already
undertaking to achieve within a given span of the next three to five years. The report explores
some of the main goals of the company and develops an understanding of how the company
is likely to achieve some of its set goals or objectives in the time span given. The company
appointed a new chief executive officer in 2009 as part of a strategy to grow its prospects in
the fast food chain industry. Dominos Pizza Incorporation is currently facing a lot of
completion from well-established competitors like the MacDonald Incorporation and
Subways, which are biggest players in the fast food industry. The efficiency and effectiveness
of the strategies currently undertaken by Domino’s are essential in determining the dynamics
of the company in future: this is the aim of this report as it seeks to give an appraisal of the
strategies and finally giving the recommendations.

In order to develop a clear understanding of the strategies adopted by Domino’s, the report
develops an analysis of Domino’s company as compared to Pizza-Hut. This analogy is
essential because the two businesses operate in the same segment within the wider fast food
industry. The paper finally highlights some recommendations that the company should adopt
in order to realize their prospects due to increasing competition. Some of the
recommendations made by this report to Domino’s Pizza Inc. include redefining of in-store
dining strategies relative to online sales that are growing significantly in the current global
trend, capitalizing on socio- cultural shifts that are currently being experienced in the United
States where it is majorly established.

In addition, the report recommends that the company should consider continuous reinforcing
and strengthening of its brand in order to grow and compete effectively in the market,
Domino’s should also drive up a series of same-store sales to achieve customer loyalty and at
the same time reducing customer churn. The recommendations given are highly based on the
current prospects in the market, as explained earlier, and the strategies that the company is
undertaking or is yet to undertake.
STRATEGIC ISSUES FOR DOMINOS’S:

It is quite important to note that some of the strategies adopted by the company started back
in 2009, as part of an ambitious program to increase its competitiveness in the market and in
the industry as a whole. One of the strategies that the company adopted in 2009 was the
introduction of American Legend line of pizzas, which was significantly their specialty line
of pizza. These pizzas featured over 40% of cheese over and above the normal or regular
pizzas that the company used to sell at the time. In addition, the company made some
additives, which

Composed of a variety of toppings. With in the same year, Domino’s introduced the Bread
Bowl Pasta entrée which was mainly a lightly seasoned bread bowl that was purely baked
with pasta inside. In another successive twist, Domino’s introduced the Lava Crunch Cake
dessert which was composed of warm fudge that was filed on crunchy chocolate shells.

As a way of promoting the strategy above, Domino’s flew in about 1,000 cakes to deliver at
their store, which is located at Hoffstadt Bluffs Visitor center that is near Mount St. Helens.
The whole idea of introducing these delicacies was a part of the strategy of diversifying the
scope of operation of the business to include other competitive delicacies like other
companies in the fast food industry business. In addition, the company made tremendous
changes to its pizza recipe: “from the crust up” this year, 2010, which ushered in new
changes in the cheese, sauce, and dough that are used in preparing their pizza (Young). The
launch of this new recipe was viewed by many consumers as a correction to their earlier
mistake in which the company’s product had been criticized in terms of taste by many
individuals. This had affected the perception of the product of the company and indeed the
company confirmed this view in one of its advertising campaigns, which promoted the new
recipe.
Currently, Domino’s is planning to undertake expansive strategies with plans to open an
additional 55 stores within this year at various strategic locations in its major areas of
operation. The company aims to achieve its needed growth and expansion in the fast food
industry amid its growing revenues that increased by 8.1% in the first quarter of the year
2010 alone. The plans were announced by the company at the beginning of April this year,
2010, after successfully appointing a new Executive Vice President to manage its supply
chain. According to the company, the need to manage fully their supply chain was mainly
because of the increasing need to manage supply chain routes that have been attributed as
major contributors to increases in operational costs in businesses, especially in the United
States.
The company has undertaken strategies to improve supply chain management and plans are
currently underway to develop fully automated management systems to monitor the supply
chains of the business. The company bases this reason on the fact that its supply chain
contributedheavilytotheoperationalcostsaccordingtoitsfinancialreportfortheyearended 2009.
The costs led to a decrease of 1.5% in company revenues to $1,404.1 million when compared
to the revenues that the business earned in 2008.
Domino’s Company has also intensified it’s competitive strategy by pushing their battle
ground to pay up media with the company’s subscription amounting to 94% against 92%
from its close competitor Pizza Hut according to the report released by TNS Media
Intelligence. According to the company analysis, the media advertising strategy is justified
because the effects were evident in the market place. The Domino’s TV adverts have been
designed to be tactical and market-oriented, which places on the platform the menu range and
the quality. This fact is supported by the TNS Media Intelligence who say such adverts would
have an impact on the market in terms of responsiveness of the consumers to the products of
the company.

The company is making plans to invest heavily in media advertisement with significant focus
on content and creativity for their adverts. It is important to not eat this point that the
company has been targeting Subways in most of its advertisement with the comparison
advert, which showed that many customers preferred products from Domino’s than from
Subways. As motioned before, this strategy has been utilized by the company for a number of
years now and the company seeks to continue pursuing this strategy as a way of eluding its
competitors.

In 2009, Domino’s Pizza Inc. almost tripled the amount investment in online advertising and
the main targets being the social media like Facebook, College Humor, and My Space. In
future plans for the company are to continue in this line of investment because it has
witnessed tremendous growth in sales based on this line of investment. In August, Domino’s
introduced an application which allows consumers to order for pizza directly from their
iPhone. During the launch, the company recorded massive downloads but according to the
company’s CEO, the company is currently undertaking measures to increase the number of
customers or users utilizing this exciting service.
Domino’s In corporation was a little bit behind in terms of users using this service behind
their bitter rival Pizza Hut. Pizza Hut managed over 100,000 downloads of the application in
only two weeks after the launch, which was almost 24% more than what Domino’s achieved.
This is the main reason that has triggered the company’s strategy of utilizing search engines
such has Google and Yahoo through the Pay per Click system, which the company hopes it
will increase the customer traffic to their application download.

In the past, most sales of the company have been supported by the promotional activities that
have accompanied every strategy that the company has ever introduced. Domino’s is
currently counting on the promotional campaigns it has adopted basing its argument on the
idea that extensive promotions will bear good fruits like the promotional campaign that the
company held following the launch of its “American Legend” specialty pizza in 2009, as
earlier mentioned.

Generally, the company’s strategy are geared towards expansion and gaining a competitive
advantage in the fast food industry. Domino’s is also camping on the pricing strategy that it
introduced back in 2009 which was aimed to bring back some price-sensitive customer
sunder their “barbell” technique. In addition, Domino’s is planning to continue the
advertising wars, which are aimed at targeting major competitors like Subways and Pizza
Hut.
ACTIONS RECOMMENDATIONS:

It is important to consider Domino’s SWOT analysis before considering making any action
recommendation for the company. In order to achieve work able strategies, it is essential that
a business Oran organization consider its weaknesses, opportunities, threats, and strengths.
Some of the strengths that are evident in Domino’s business include the fact that the business
or in corporation own stores, which are located in over 60 countries and it has a well-
established network connection for both segments of the business: company owned and
franchised. It has also been rated the most popular and leading pizza delivery companies
within the United States borders and employs about 10,500 employees.

Domino’s Pizza Incorporation has a strong brand equity, which gives it an overall advantage
over other industry players in the industry. One other significant strength is the intelligent
marketing services adopted by the company. These advertising strategies have contributed to
its brand image in the company, which has an effect of instigating a sense of retention and
differentiation. The company continues to adopt the effective supply chains, which has given
it an advantage in ensuring effective supply of all its stores. The company also has one major
weakness, which is mainly the weakening or decreasing bottom line due to decline in sales
and slow growth.

The company has expansion opportunities in India and China where it has very few
franchises and stores generally. In addition, the company has an opportunity to introduce new
products in its existing menu especially pizza toppings and flavor additives that are specified
for a given region, this will give the much-needed impetus. A number of threat sex is Twi
thin the company and they include the increasing awareness of by consumers on the
disastrous effects of fast-food items that have high calories within them. The continuous
researches on effects of additives like flavors are yet other threats for the Domino’s. In
addition, the health sector has continued to criticize the fast-food products on grounds that
they are saturated with substances like sugar, oils, fats, and sodium: this continues to pose
serious threats for the future of the company.
RECOMMENDATION:

Having considered the SWOT analysis above, it is now possible to give the following
recommendations to the company. First, the company should concentrate on increasing its
network coverage in India and China in order to seize the looming opportunity in the two
emerging economies. India and China carry less than2%ofthetotalstoresundertheDomino’s
company. The number of stores should be increased to more than 20% in the next three years
in order to meet the company’s expansion strategy that it is currently pursuing. Secondly,
Domino’s should focus entirely on customer loyalty through in sitting on quality and
ensuring that all stores deliver the best delicacies. These guidelines on quality should be
adhered to strictly if at all any good results are to be achieved. These two recommendations
are based on the reason that the level of competition in the fast-food industry is growing
steadily.

Thirdly, Dominos Incorporation should consider utilizing their intelligent advertising

techniques to focus on all the players or competitors in the market other than only focusing
on one competitor, Subways. Concentrating on one competitor may have serious
consequences to the company especially where established businesses like Macdonald may
come up with in genius strategies that may affect the stability of the company and growth in
general. Fourth, Domino’s should improve their innovative strategies that they have adopted
their online marketing and selling. Pizza Hut performed better when compared to Domino’s
company in terms of online rewards despite having invested almost the same amount of
money in their online services segment.

The current operating company hybrid model is estimated to be at 70% franchised while 30%
of the stores are owned. The number should be adjusted to reduce operational costs by
increasing the number of franchised businesses to about 85% in order to reduce the overall
operational costs. Fifth, Domino’s In should focus on improving its brand image because this
is one of its strengths; this can be achieved through continuous strengthening and reinforcing
their brand in the market. One vital factor that needs to be carefully taken into consideration
by the company is the highly dynamic socio-cultural change or the changing lifestyles of the
people in the United States and the across the globe as well. Their products should reflect
these changes if the business is to achieve continuity. Companies like MacDonald
Incorporation concentrate on cultural changes that occur and subsequently train their
employees in order to meet the demands of changing lifestyles.
In relation to their commendations above, Dominos In corporation should focus its attention
on online sales and utilize this effect to redefine their own in-store dining strategies to match
the growth in online sale as mentioned above. The use of internet in the world today is
increasing at a faster rate and the grow thin online sales of the company that have been noted
can only be supported through taking a keen look at the in-store dining strategies. Finally, the
Domino’s should look at available options in their customer mix or churn: the company
should actually reduce it in order to remain competitive and realize its strategies and
objectives as well.

Achieving goals requires Ade finite path that is clearly built on the strengths and focused on
the opportunities of the company. The recommendations given above reflect on the current
strengths and opportunities of the company: they are aimed at overcoming any threats and the
weaknesses that the company faces currently.
CONCLUSION:

It is evident at this point that Domino’s Pizza Incorporation has a good brand image, which is
one of its strongest points. In addition, the company has had a good history despite a few law
suits and criticisms on taste as mentioned above. Domino’s advertising strategies are quite
effective and have worked to improve the sales of the company as well as its completeness in
the market. However, the company faces major threats that might put the future of the
company to dirtiest. The socio-cultural changes that continue to occur in the world today
require that the company make rapid changes and continuous monitoring of the lifestyles of
the people in various parts of the world: especially where they operate. There level of
competition in the fast-food industry is growing stronger by day and maintaining loyal
customers is the ultimate strategy for any business in the industry today.

REFERNCE:

 https://www.marketing91.com/marketing-strategy-of-dominos/
 https://en.wikipedia.org/wiki/Domino%27s_Pizza
 https://www.mbaskool.com/brandguide/food-and-beverages/587-dominos.html
 https://biz.dominos.com/
 https://www.bartleby.com/essay/Market-Analysis-Dominos-Pizza-PK3PCUQ5UK85
 Principles of Marketing --PhilipKotler&GaryArmstrong,2000.
 Marketing Management --PhilipKotler,2000.