Dominos Marketing Mix

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Marketing Mix of Dominos analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Dominos marketing strategy. The article elaborates the pricing, advertising
& distribution strategies used by the company.
Let us start the Dominos Marketing Mix:

Product:
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 to
other 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 flavoured breads on the menu. The side items offered by Dominos also
include chicken wings, bacon and other flavoured 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 the soft beverages and major juices made by Coca Cola.
In India the Dominos menu also majorly consists of various types of pizzas, chicken crusts, flavoured
breads, pastas, side dishes ranging from dips, desserts, chicken items and subwiches, burger pizzas,
mousse cake, choice of toppings. The soft beverages and other drinks again are tied up with Coca Cola.

Image: company website

Price:
Dominos has got a very competitive pricing for its pizzas. Since Dominos has two major competitors
which are almost equally or even more spreaded 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.

Place:
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 centres and 1 equipment supply centre, 1 vegetable
processing centre and 1 pressed plant centre 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 apps and on its websites with more
than 39 countries making orders online.

Promotion:
Dominos does promotion and advertising aggressively in its marketing mix. Dominos does majority of its
promotions on its websites, mobile apps and personalised 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 home deliveries. 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 from 10% 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 Ps to make it the 7Ps marketing mix of
Dominos.

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 behaviour 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.

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 number 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 placed 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.

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 orders 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 countrywide
unique number. Hence, this concludes the Dominos marketing mix.

About Dominos:
Dominos Pizza is a restaurant chain based in America founded in 1960. Dominos has its headquarters in
Michigan, U.S.A. and serves worldwide across 82 countries. Dominos is the second largest pizza chain in
the world and sells on an average more than 1.5 million pizzas per day. It focuses on local markets
through a large chain of franchise owners. Dominos has a revenue of around $2.2 billion and net income
of around $ 400 million. It is one of the top companies which has maximum number of its ordering
happening through online. Dominos’ major competitors globally are Papa John’s and Pizza Hut. It has an
employee base of 260000 and is headed by CEO J. Patrick Doyle.
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