SHRI VAISHNAV VIDHYAPEETH VISHWAVIDYALAYA,

INDORE

SHRI VAISHNAV SCHOOL OF MANAGEMENT

SESSION:-2020-21
TOPIC:-DOMINO’S
SUBMITTED BY:- SUBMITTED TO:-
KASHISH CHETNANI DR. VINAYAK VISHWAKARMA
YAMINI SHASTRI
PRIYANKA PANCHAL
RAJ JAIN
SALIL JAIN
SHUBHAM JAIN
SOHAIL NAGORI
 Index
1. INTRODUCTION
2. FOUNDER
3. HISTORY
4. LOGO OF DOMINOS
5. INNOVATIONS
6. STRATEGIES ADOPTED
7. APPROACH TOWARDS SOCIAL MEDIA
8. CHALLENGES FACED IN FOOD DELIVERY
9. MARKETING STRATEGY ON SOCIAL MEDIA
10. INTERNATIONAL EXPANSION
11. REASONS BEHIND SUCCESS
12. REWARDS FOR THE WORK
13. CONCLUSION
 INTRODUCTION
1. From modest beginnings as a single pizza restaurant in 1960, Domino’s Pizza.
Today has become the recognized world leader in pizza delivery.
2. Domino’s Pizza is the recognised world leader in pizza delivery ,with a significant
business in
carryout pizza.
3. Domino’s Pizza is currently having a strong employee base of 13000 peoples
working with them it ranks among the world's top public restaurant brands.
4. Domino’s is currently having 9653 franchise around the globe.
5. For the past years Domino's has earned of huge revenue of 3.62 billion rupees.
6. The emphasis on technology innovation helped dominos generate approximately
40% of sales in the US from its digital channels in 2013 as well as reach an
estimated $3 billion annually in global digital sales.
7. Domino's recently launched its ordering app for iPad ,adding to an existing ordering
app lineup that covers nearly 95% of the US smartphone market. continuing its
focus on menu enhancement.
 FOUNDER
Thomas Stephen Monaghan is an American entrepreneur who founded Domino's Pizza
in 1960. Monaghan also owns the Domino's Farms Office Park, located in Michigan.

Monaghan announced his retirement in 1998 after 38 years with Domino's Pizza.
Monaghan sold 93 percent of the company to Bain Capital for about $1 billion.
 HISTORY
1. 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 DiVarti, at 507 Cross Street in Michigan.
2. The deal was secured by a $500 down payment, and the brothers borrowed $900
to pay for the store.
3. Within eight months, James traded his half of the business to Tom for the
Volkswagen Beetle they used for pizza delivery.
1. By 1965, Tom Monaghan had purchased two additional pizzeria n now had three
locations in the same county.
2. 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 in
1965.
3. Domino’s Pizza opened its first franchise location in 1967 n by 1978, the company
expanded to 200 stores.] In 1975, Domino's faced a lawsuit by Amstar Corporation,
the maker of Domino Sugar, alleging trademark issues and unfair competition. On
May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans found in favor of
Domino's Pizza.
 LOGO OF DOMINOS
Domino’s first logo was designed in 1965 by JIM KENNEDY. The squares on the logo
make on think of a pizza box. The three dots stand for the first three Domino’s
restaurants. In 2012, Domino’s introduced a new logo that removed the blue rectangle
and text under the domino in the logo, and changed the formerly all-red domino to be
blue on the side with two dots and red on the side with one dot. This was done
because the company wanted to "expand" menu choices rather than simply rely on
their traditional pizza.
 INNOVATIONS
1. In 2007, Domino's introduced its Veterans Delivering the Dream franchising
program and also rolled out its online and mobile ordering sites.
2. 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.
3. In a 2009 survey of consumer taste preferences among national chains by Brand
Keys, Domino's was tied with Chuck E. Cheese's. In December that year, Domino's
announced plans to entirely reinvent its pizza. The new pizza was unveiled that
same month.
4. 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.
5. In 2015, Domino's unveiled a "pizza car" that can carry 80 pizzas, sides, 2-liter bottles of
soda, and dipping sauces. Officially named the Domino's DXP, the car is a Chevrolet Spark
customized by Roush Performance.
6. In 2016, Domino's cooperated with Starship Technologies and applied self-driving robots to
deliver pizzas in German and Dutch cities.
7. In February 2017, Domino's launched a wedding registry with gifts delivered in the form of
Domino's gift cards. Customers have the option of signing up for Domino's pizza package to
be served for the event.
 STRATEGIES ADOPTED
1. Target Audience
The main target audience of Domino’s fast food franchise in India is between 18-35 in
demographics. The target audience for Domino’s digital marketing strategy is the larger
portion of people who would end up buying a pizza with or without a reason. People
between this age group have smart phones and spend hours of their day on social apps who
also constantly look for discounts and offers which are offered by Domino’s India.
2. Domino’s Digital Marketing Strategies
Domino’s undertakes a whole variety of digital marketing activities wherein they take
care of SEO, SEM, SMM, and a lot of other things. EXPLAINED UNDER:

 Search Engine Optimization

Good Search Engine Optimization is very important to get ranked at the top in Google
search results. This ultimately drives a lot of traffic to the business website and also
increases the trust of people in the business. For a brand, it is very important to have a
strong SEO.

 Email Marketing and SMS Marketing

Email Marketing is not a significant form of marketing used by Domino’s India. They
use email marketing to send order confirmation messages and sometimes for
remarketing. The use of SMS marketing is quite high as they send OTP, order
confirmation, or Offer related messages.
3. Traditional Marketing
Traditional Marketing has always been used by Domino’s India. The hoarding and
banners have played a huge role in driving customers in stores. Through traditional
marketing different offers and nearby stores are promoted. Enticing pictures of
pizzas are used in traditional marketing.
4. Dominoes Advertising
Paid Google advertisements give great results. The brand can target the audience
using Google search ads to promote their offers.
Domino’s India also uses target ad marketing on Face book and Instagram where
the ads are only displayed to the targeted audience which eventually drives their
attention to dominos.
 APPROACH TOWARDS SOCIAL
MEDIA
Domino’s Pizza has always been ahead of the game. When the time came, it was also quick to
adopt social media marketing to it’s business too. Facebook, Instagram, Twitter and a YouTube 
social media presence was created where customers were provided with a fun and helpful
approach. Domino’s Pizza upped their game even more. By 2011, they decided to double it’s
digital sales in the next 5 years by focusing on digital marketing. Soon Domino’s Pizza announced
its “AnyWare Campaign” which aimed to provide customers an easy way to order from their
devices. This campaign allowed customers to order through smart TVs, smart watches and smart
phones. One of the most notable aspects about it was their Twitter campaign. Domino’s did not
need to struggle for an emoji because a pizza slice emoji was already available. Domino’s gave
the users a convenient way to order. Users just had to order using the hashtag #EasyOrder or use
the pizza slice emoji.
As a result of Domino’s Pizza social media marketing, their campaigns received more than
2,000,000,000 media impressions and the strategy finally helped Domino’s pass its digital sales
by 50%.
 CHALLENGES FACED
• Wavering Customer Loyalty
The more choices you give to your customers, the more spoilt they get. Businesses that don’t
focus on maintaining their customer base are bound to face bitter consequences. Customers
love it when they are treated to exclusive deals and incentives. Making customers feel special
will earn you their loyalty.

• Fluctuating Pricing Model

The food delivery industry has become very competitive which is adopting a price model that
continuously fluctuates and affects sales. Small businesses and the local sellers play at a lower
margin than the big market. Even in the case of well-settled restaurants, there is no guarantee
of a hike in sales even after cutting the prices, as customers are always wishing for some
more.
• Inconsistent Food Quality
It is a challenging task to maintain the quality of food being delivered at
customers’ door-step. There is no comparison of the quality food delivered on
tables in the restaurant with the food delivered in a box in the name of instant
home delivery. There’s a major probability of pizza becoming cold, curry might
spill, and noodles turn sticky while sandwiches get moist. The customers equate
the quality of food served in restaurants to the quality of delivery.

• Arrival of Bigwigs
Looking at the great potential in the food delivery market, flourished companies
are already stepping into the industry. Big names like zomato and Uber are all set
to compete for the market. Old players of the food industry like Pizza Hut,
Starbucks, and McDonald’s are popping up in the competition too. They have
existing financial & operational resources required to meet market demand as well
as combat the competition coming their way. It is difficult for smaller and
independent food delivery setups to retain their position in the market.
 INTERNATIONAL EXPANSION
1. On May 12, 1983, Domino's opened its first international store, in Canada. That
same year, Domino's opened its 1000th store, its first in Washington.
2. In 1985, the chain opened their first store in the United Kingdom. Also, in 1985,
Domino's opened their first store in Tokyo. In 1993, they became the second
American franchise to open in the Dominican Republic.
3. By 1995, Domino's had expanded to 1,000 international locations. By 2014, the
company had grown to 6,000 international locations and was planning to expand to
pizza's birthplace, Italy; this was achieved on October 5, 2015, in Milan, with their
first Italian location.
4. In February 2016, Domino's opened its 1,000th store in India. [20] Outside the
United States, India has the largest number of Domino's outlets in the world.[21]
 REASON BEHIND SUCCESS
Customizing the menu for Indian palettes & culture
Social & Customer Engagement
Aggressive Store Expansion
They are the Fan Favorite on Social Media
30 Minutes or Free
Focus on Mobile Ordering
 REWARDS FOR THE WORK
Golden Peacock National Training Award
 National Award – Excellence in Customer Service
Food Service Retailer of the Year
 Star Retailer of the Year Award
Coca Cola Golden Spoon Award
 CONCLUSION
In this highly competitive market the success of a company totally depend upon the
creative ideas and innovations they adopt. Not every start up rises some of them fails
also. All the startups should strategies for their growth.

Dominos not only maintained their quality food but also walked on the path of
improvement.

Every startup company should wisely choose the marketing strategy for themselves
because the growth and the profit totally depend upon this.

Target audience, services are various factors which affect the company’s image but
adaptability is the most important pillar for a new born company as it means changing
with the changing trend.