A PROJECT REPORT

ON

Sales & Marketing

OF

DOMINO’S PIZZA

Submitted To: Submitted By:

Mr Naval Gupta Achin Lamba

Arpit chawla

Nitin jolly

Anshul arora

Aditya tomar

Rahul Malik

Dhruv Khanijo

Hemant sharma

1
 COMPANY PROFILE

DOMINO’S PIZZA

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

by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55

countries, including all 50 US states. It was the second-largest pizza chain behind Pizza

Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in

Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store.

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

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

international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom

Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc.

for about $1 billion and ceased being involved in day-to-day operations of the company. A

year later, the company named David A. Brandon Chairman and Chief Executive Officer.

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

A. Brandon Chairman and Chief Executive Officer.

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

Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the

system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in

Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of September

2006, it has 8,238 stores which totaled US$1.4 billion in gross income. In 2007, Domino's

introduced its Veterans and Delivering the Dream franchising programs and also rolled out

2
its online and mobile ordering sites. In 2001 the company's stores in New York

City and Washington D.C. provided more than 12,000 pizzas to relief workers following

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

funds program, the corporation donated $350,000 to the American Red Cross' disaster relief

effort.

Leading industry publication Pizza Today magazine named Domino’s Pizza

"Chain of the Year" in 2003.

3
 KEY INFORMATION

 Type - Public (NYSE: DPZ)

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

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

 Founder - Tom Monaghan

 Chairman & CEO - David Brandon.

 Industry - Restaurants

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

 Employees - 145,000

 Website-http://www.dominos.com/

4
DOMINO’S PIZZA TIMELINE

1960
Tom Monaghan and his brother James purchase "Dominick’s," a pizza store in Ypsilanti,
Michigan. Monaghan borrowed $500 to buy the store.

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

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

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

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

1975
Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit against
Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the Domino
Sugar trademark.

1983
Domino's first international store opens in Winnipeg, Canada. The 1000th Domino's store
opens. The first Domino's store opens on the Australian continent, in Queens land, Australia.

1990
Domino's Pizza signs its 1,000th franchise.

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

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

5
1996
Domino's launches its Web site (www.dominos.com).

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

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

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

2007
Domino’s rolls out online and mobile ordering.

6
MARKETING

7
Marketing –
This department makes sure that it stay ahead of the game by understanding What customers

want and publicising its brand through innovative advertising, direct mail, e-commerce

and PR. Marketing is also closely involved in the development and launch of new products

and technology that makes Domino’s stand out from the competition!

Food Service –
Responsible for manufacturing Domino’s hallmark fresh dough at our company-owned

facilities and for sourcing the fine, fresh ingredients used in stores, Food Service is a very

important department with responsibility for making sure ingredients meet strict food safety

criteria.

This department also sources, invents and/or manufactures all of the equipment used

in our stores.

IT -
As the first pizza delivery company in the world to offer customers both online and

interactive ordering facilities, it’s no surprise that IT is a very important part of corporate and

store level operations.

Domino’s IT team makes sure that all technology and e-commerce services are the best

to support business and that they work efficiently. It surprises many people to learn how

Domino’s applies IT to virtually every aspect of running business at store and corporate

level.

8
Business Strategy
To achieve further growth through the continued implementation of business strategy, which

includes the following key elements:

 Continue to execute on our mission statement.

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

best pizza delivery company in the world.” it implement this mission statement by following

a business strategy that-

• Puts franchisees and Company-owned stores at the foundation all thinking and decisions;

• Emphasizes ability to select, develop and retain exceptional team members and franchisees;

• Provides a strong infrastructure to support stores

• Builds excellent store operations to create loyal customers.

 Grow leading position in an attractive industry.

U.S. pizza delivery and carry-out are the largest components of the U.S. QSR pizza

category. They are

also highly fragmented. Pizza delivery, through which a majority of our retail sales are

generated, had sales of $10.9 billion in the twelve months ended

November 2008. As the leader in U.S. pizza delivery, believe that convenient store

locations, simple operating model, widely-recognized brand and efficient supply chain

system are competitive advantages that position to capitalize on future growth.

• Leverage strong brand awareness.

Believe that the strength of Domino’s Pizza brand makes one of the first choices of

consumers seeking a convenient, quality and affordable meal. They intend to continue to

promote brand name and enhance reputation as the leader in pizza delivery.

9
In 2007 it launched the campaign, “You Got 30 Minute,” which built on the Company’s 30-

minute delivery heritage.

In 2007 and 2008, each domestic stores contributed 4% of their retail sales to advertising

fund for national advertising in addition to contributions for market-level advertising.

Intend to leverage strong brand by continuing to introduce innovative, consumer-tested and

profitable new product varieties (such as Domino’s Brooklyn

Style Pizza and Domino’s Oven Baked Sandwiches), complementary side items.

• Expand and optimize domestic store base. Plan to continue expanding base of

domestic stores to take advantage of the attractive growth opportunities in U.S. pizza

delivery. They believe that scale allows to expand store base with limited marketing,

distribution and other incremental infrastructure costs. Additionally, franchise-oriented

business model allows to expand store base with limited capital expenditures and working

capital requirements. While they plan to expand traditional domestic store base primarily

through opening new franchise stores, they will also continually evaluate mix of Company-

owned and franchise stores and strategically acquire franchise stores and refranchise

Company-owned stores.

• Continue to grow international business. They believe that pizza has global

appeal and that there is strong and growing international demand for delivered pizza. They

have successfully built a broad international platform, almost exclusively through master

franchise model, as evidenced by their 3,726 international stores in more than 60 countries.

10
They have significant long-term growth opportunities in international markets where they

have established a leading presence. In their current top ten international markets, believe

that store base in total for these ten markets is approximately half of the total long-term

potential store base in those markets. Store-level economics of business model, the growing

international demand for delivered pizza and the strong global recognition of the Domino’s

Pizza brand. International stores have produced positive quarterly same store sales growth for

60 consecutive quarters.

Segment overview

It operates in three business segments:

• Domestic stores.

Domestic stores segment consists of domestic franchise operations, which oversee network

of 4,558 franchise stores located in the contiguous United States, and domestic Company-

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

United States;

• Domestic supply chain.

Domestic supply chain segment operates 17 regional dough manufacturing and food supply

chain centers, one supply chain center providing equipment and supplies to certain of

domestic and international stores and one vegetable processing supply chain center.

• International.

11
International segment oversees network of 3,726 international franchise stores in more than

60 countries. International segment also distributes food to a limited number of markets from

six dough manufacturing and supply chain centers in Alaska, Hawaii and Canada (four).

Marketing operations

Domestic stores contribute between 4% to 5% of their retail sales to fund national marketing

and advertising campaigns advertising programs. It also contribute to market-level media

campaigns. These national and market-level funds are administered by Domino’s National

Advertising Fund Inc., or DNAF, not-for-profit advertising subsidiary.

The funds remitted to DNAF are used primarily to purchase television advertising.

DNAF also provides cost-effective print materials to domestic stores for use in local

marketing that reinforce national branding strategy. In addition to the national and market-

level advertising contributions, domestic stores spend additional amounts on local store

marketing, including targeted database mailings, saturation print mailings and community

involvement through school and civic organizations. Additionally, we may from time-to-time

partner with other organizations in an effort to promote the Domino’s Pizzabrand.By

12
communicating a common brand message at the national, local market and store levels, we

create and reinforce appowerful, consistent marketing message toconsumers. This is

evidenced by successful previous marketing campaign with the slogan “Get the Door. It’s

Domino’s.” and current marketing campaign with the slogan “You Got 30 Minutes.™” Over

the past five years, it estimates that domestic stores have invested approximately $1.4 billion

on national, local and co-operative advertising.

Third-party suppliers

The active relationships of 15 years or more with more than half of major suppliers.

Suppliers are required to meet strict quality standards to ensure food safety. They review and

evaluate suppliers’ quality assurance programs through, among other actions, on-site visits,

third party audits

and product evaluations to ensure compliance with standards. They believe that the length

and quality of relationships with suppliers provides them with priority service and quality

products at competitive prices.

They currently purchase pizza cheese from a single supplier.

In 2007, the Company entered into a new arrangement with this supplier. Under this

arrangement, the supplier agreed to provide an uninterrupted supply of cheese and the

Company agreed to a five year pricing period during which it agreed to purchase all of its

primary pizza cheese for the Company’s United States stores from this supplier or,

13
alternatively, pay to the supplier an amount reflecting any benefit previously received by the

Company under the new pricing terms.

Trademarks

It has many registered trademarks and service marks and believe that the Domino’s mark and

Domino’s Pizza names and logos have significant value and are important to business. Its

policy is to pursue registration of trademarks and to vigorously oppose the infringement of

any of its trademarks. It license the use of registered marks to franchisees through

franchise agreements.

Risk Factors

Risks relating to business and industry

1. The pizza category is highly competitive, and such competition could adversely affect

operating results.

2. If it fail to successfully implement growth strategy, which includes opening new domestic

and international stores, then ability to increase revenues and operating profits could be

adversely affected.

14
3. The food service market is affected by consumer preferences and perceptions. Changes in

these preferences and perceptions may lessen the demand for products, which would reduce

sales and harm business.

4. Increases in food, labor and other costs could adversely affect profitability and operating

results.

5. Not having long-term contracts with certain suppliers, and as a result they could seek to

significantly increase prices or fail to deliver.

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

affect operating results.

7. Any prolonged disruption in the operations of any of dough manufacturing and supply

chain centers could harm business.

8. Loss of key personnel or inability to attract and retain new qualified personnel could hurt

business and inhibit ability to operate and grow successfully.

9. International operations subject us to additional risk. Such risks and costs may differ in

each country in which we do business, and may cause profitability to decline due to increased

costs.

10. Fluctuations in the value of the U.S. dollar in relation to other currencies may lead to

lower revenues and earnings.

11.Earnings and business growth strategy depends on the success of franchisees, and may be

harmed by actions taken by franchisees that are outside of control.

15
 Marketing and sales practices.
Ordering a pizza, pasta or dessert from improved menu has never been so easy.

With a click of a button, customers can select from menu, add drinks and sides,

pay with cash or credit and watch as their order is made right before their eyes.

With signifi cant focus on the technology side of the Domino’s business, have seen some

impressive results over the past 12 months.Australia is now averaging more than 23% of

orders placed online.

ECLUB DATABASE

Brand loyalty has also grown significantly with eClub member database. Each month tens of

thousands of people join to receive special Domino’s offers and communication direct to

their email box. With a database reaching into the hundreds of thousands, weekly Electronic

Direct Mail (EDM) pieces have given us the opportunity to target offers to a store’s local

area, resulting in greater loyalty. The growth in our eClub database has also enabled

Domino’s to drive the creative look and feel of EDMs including personalised CEO letters

and themed pieces around new menu items and signifi cant calendar events.

ONLINE ADVERTISING

16
Greater integration across all media channels for the new menu launch in February 2009

helped increase Domino’s presence in online advertising which resulted in great profi ling

opportunities for online ordering capabilities. All Domino’s banner advertising, including the

successful Choc Lava Cake banner, includes a click through function enabling customers to

place an order immediately after seeing an online banner.

WEBSITE CREATIVE SUCCESS

The Domino’s websites in Australia and New Zealand have undergone vast improvements in

the way promotional products are communicated to customers.

The most visually-tantalising of these promotions are the ‘over the page’ animations for

Choc Lava Cake and Sticky Date Pudding with sauce running down the page when people

enter the sites. Creative ideas such as this have helped drive relevant product sales and ticket

averages for online ordering.

iPHONE

Over the next few months Domino’s will launch a dedicated iPhone application for

online ordering.As our customers and the broader Australian market adopt new technologies,

Domino’s is committed to ensuring we remain at the forefront with new innovations. The

iPhone application will provide customers with greater freedom to order their favourite

Domino’s meal wherever they are. This Australian-first for the pizza industry will help drive

online business and cement the position as the leading innovator.

17
E-Commerce
In 1999, Domino’s Pizza became the first pizza delivery company in the world to offer

nation-wide internet and interactive television ordering. Delivered pizza can be ordered via

website (www.dominos.co.uk) or via any of the UK’s major interactive TV services.

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

nearest store, without having to remember individual store numbers.

By dialling 087 12 12 12 12 from a landline, or a previously registered mobile, customers are

connected to their nearest store. If their number is not registered, Domino’s Pizza technology

will triangulate the customer’s co-ordinates and ask whether they would like to order from

their nearest store or request the post code for the store they would like the delivery made to.

18
CARBON FOOTPRINT MEASUREMENT AND MANAGEMENT

Domino’s is developing a systematic approach for the measurement of its carbon footprint in

Australia. With the impending “carbon constrained economy”, such an approach is crucial in

order to meet the challenges that lay ahead for every Australian company. Domino’s is

nonetheless determined to meet those challenges because as a responsible corporate citizen it

is the right thing to reduce its impact on the environment. Domino’s realised that to develop

a verifiable approach for the measurement of its carbon footprint it would need expert

assistance. Following a review process, Domino’s selected CarbonSystems Australia to be

its sustainability partner to advise and assist Domino’s generally with sustainability matters.

Once its carbon footprint is established then Domino’s will have a verifi able baseline against

which to manage its carbon emissions and monitor the reduction of those emissions.

It is no easy task to assess the carbon footprint of many stores across Australia.

Domino’s will be implementing CarbonSystems’ Energy and Carbon Intelligence System

(ECIS) which will support us in three critical areas:

• data collection and management - both the retrieval and collation of historical data to

establish baseline reporting, and the implementation of an automated system to ensure that

ongoing data collection is timely, complete and accurate;

• the establishment of a performance management framework to track energy and carbon

reduction initiatives; and

• the ability to disseminate information to Domino’s stakeholders in a quick,automated

manner. The ECIS will initially cover corporate stores but Domino’s will be working with its

franchisees to introduce their stores into the ECIS as well.

19
30 Minute Guarantee:
At one point, Domino's Pizza had a guarantee that a customer would receive their pizza

within 30 minutes of ordering, or they would receive the pizza free and Domino's still

guarantees delivery within 30 minutes, failing which the customer is given his order free of

cost.

 They does not take order if the customer is calling from distance place where it is

impossible to deliver pizza within 30 minutes

 If suppose a customer is ordering a pizza cost for Rs. 500 & if they are unable to deliver

the pizza within time , suppose they are late for another 6 to 10 minutes , then they give

discount of Rs 300 & provide the pizza for Rs 200

 They believe in the service called TSG (Total Satisfaction Guarantee)

 Free Home delivery of home cooked food in South Delhi. They offer both Non-Veg and

Vegetarian home-cooked food for small Get-Together. The Costs are very

Reasonable and the foods are Hygienic and Low fat.

20
Innovating the Pizza Delivery Business
Throughout the history, in addition to pioneering the concept of efficient delivery of made-to-order

pizzas, they have been part of innovations that have made significant impact on the pizza and delivery

industries. Here’s a look at some of the innovative thinking:

• Domino's HeatWave Hot Bag

Domino's HeatWave; hot bags were introduced in 1998. Each hot bag contains a
patented heating mechanism warmed via electro-magnetic energy. This technology
keeps the pizza oven-hot during a normal delivery. The outer material of the bag is
made with water-repellent nylon rather than the vinyl material previously used. Inside
the bag is 3M Thinsulate insulation, which eliminates unwanted moisture, keeping the
pizzas both hot and crisp.

• A better box
Domino's was the innovator behind the sturdy, corrugated pizza box, which keeps
moisture from weakening the box, while preventing cheese from sticking to the top
during delivery.

• Car-top sign - in 3-D!

Today, it's hard to miss pizza delivery cars -- thanks to Domino's Pizza. Pizza and
side order boxes account for most of the packaging used by Domino’s Pizza,

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

although some small items such as dips and desserts are packaged in other materials. This

fact sheet focuses on Domino’s Pizza box packaging

21
Design
Nearly 38 million pizza boxes are used by Domino’s Pizza in a year, each one bearing the

unique Domino’s red, blue and white logo. The most important design elements are those

that help keep the pizza oven-hot and fresh. A layer of corrugated paper encapsulated by

board forms the main body of the box packaging and provides insulation. Each box is also

punctuated with small ventilation holes to allow steam to escape, preventing the pizza from

becoming “soggy” .

Recycling & The Environment

Minimum of 80% of the corrugated board used for Domino’s Pizza’s box packaging is made

from recycled paper. The remaining 20% is made from virgin pulp to increase the board’s

strength and this is specially sourced from sustainable forests. Domino’s Pizza box

packaging is completely recyclable. There are many recycling points to be found locally and

Domino’s encourages customers to take used box packaging to these points for recycling.

Alternatively, the Environment department at your local council may provide details of your

nearest recycling collection point. Domino’s Pizza stores create hardly any litter. Having said

that, team members are trained to keep their stores immaculately clean inside and out.

Safety

All cardboard used in Domino’s Pizza’s box packaging is accredited as being ‘food-friendly’

by the Food and Drug Administration in the USA. and only water-based inks are used to

create the distinctive Domino’s Pizza designs that appear on the boxes. All Domino's Pizza

boxes are manufactured to British standards BS5750/ISO9000 certificate no: Q06314

and comply with all relevant EU legislation.

22
4 P’s of Marketing:
Marketing includes the planning and the implementation of the marketing mix. The

marketing mix which is also called the 4 P’s of marketing represents almost all the steps that

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

promotion.

Product:
The very brand name “Domino’s” adds value to the products available in the store. The

quality and the hygiene of the pizzas and the other add-ons are taken care of by the company

or the franchisees by way of training to the employees. Domino’s also takes pride on the

innovation of many new products and ideas. Some of these are as follows

Double Decadence:

Domino’s launched the first Double Decker pizza in the UK. Domino’s Double

Decadence is created when two thin and crispy dough bases are sandwiched together with a

layer of creamy cheese and herb sauce. The pizza is then topped with vine ripened tomato

sauce, mozzarella cheese and the customers; choice of toppings.

Virtual Store:

To make take home pizza ordering more convenient for the customers, Domino’s has

designed an online service which features the customers’ favorites and also the customers

can order for pizzas by text message via mobile phones and orders can be placed online.

When the order online option is selected, the customer is taken to the order form. And the

customers has to enter the postcode of the delivery address and then other delivery details

like the phone number and e-mail address has to be entered. Then the customer is taken to

another page – the best part of the process – pizza. The customer can select the pizza and the

23
size of it and also the customer has the option to create his/her own pizza and then pay for the

food either online using a debit or a credit card or to opt for paying the amount to the person

who delivers the pizza.

Domino’s Heat wave Bag:

Domino’s Heat wave hot bag was introduced in the year 1998. The Hot bags contain

a heating mechanism that is warmed by using electromagnetic energy. This technology keeps

the pizza oven-hot during the delivery.

Price:

Domino’s follows a pricing policy that is determined based on the economy of the

country. The pricing policy of Domino’s gives a competitive advantage to the company over

its competitors. The price discounts available to the customers are used as a tool to attract

customers into the store. Domino’s also follows seasonal pricing in order to attract customers

and to keep an edge over its competitors. The company also has special discounts on bulk

purchases.

Place (Distribution Decisions):

Domino’s Pizza stores are established in almost 50 countries and they have got more

than 8,000 stores worldwide. The Domino’s stores are centrally located and in a manner

convenient for the people to walk in and also convenient for the deliverers to do their job.

The distribution channel followed by the company is mostly through takeaways, telephone

ordering, SMS and online ordering. The pizzas are delivered by way of scooters at their door

step. In order to maintain the quality of the pizzas, they are carried in a heat wave bag so that

they can deliver hot and tasty pizzas to their customers.

24
Promotion:

Pizza order discount: Domino’s offers its customers a number of discount and other

promotions on purchasing Domino’s pizza.

 A customer walked out of a Florida Domino’s store with a $10,000 cheque for having

bought the Gotham City Pizza and the promotion was called The Dark Knight Deal.

 The Dark Knight Deal also allows the customers to win Xbox 360 and other gaming

consoles.

 Domino’s pizza has introduced a new value meal called the 444 deal. This 444 value

deal contains three ten-inch pizzas with one topping for $4 each with a minimum number of

three orders.

 Dominos also allows its customers to play games by the time their food arrives. There

are actually two games – asteroids and slide puzzle to play.

25
Domino's Pizza SWOT Analysis:

Strength

• Leading pizza delivery company in the US with more than 5,000 stores in the US

• Global franchise operations - more than 3,500 in over 50 countries

• Strong brand equity supported by heavy advertising & marketing campaigns

• Supply chain & distribution network

Weaknesses

• Slow growing and declining same-store sales

• Weakening bottom line

Opportunities

• Growing presence in emerging markets, particularly in India, China

• Leverage supply chain & distribution system to introduce new products

Threats

• Changing consumer habits towards healthier food choices

• Franchise operations affected by currency exchange fluctuations

• Intensive competition from a fragmented number of small competitors

Idea screening:

1) Recover from the negative perception,

2) Build credibility by following up a promise with concrete action,

3) Get a hot, cheesy promotional slice of earned media for being the first major fast food

chain to adopt this safety measure.

26
Segmentation
Demographic segmentation –

In demographic segmentation, we divide the market into groups on the basis of variables

such as age, gender, etc; these demographic variables are so popular with marketers so that

they are often associated with the consumer’s needs and wants.

Here are the demographic variables have been used to segment markets.

Age:
Below 15 years - 0%

15 - 20 years - 20%

21 - 30 years – 40%

31 - 40 years - 25%

Above 40 years - 15%

The companies target audience is the bachelors, youth and the professionals who have no

time to prepare food and to grab the food as fast as possible.

Gender –
They targeted both genders.(mainly male because many males will not like to preapare food

when they are single).

Income –
further segment the market based on economic groupings:

Income status

Upper Class 60%

Middle Class 35%

27
Lower class 5%

Occupation -
self employed (superior level peoples), officers executives, junior officers,

Executives.

Ethnicity –
For this reason they come modified their menu and they added new dishes like peppy

paneer and pizzas are available in 3 sizes small, medium, and large.

Geographic segmentation
Geographic segmentation is basically using the spatial location to segment the market.In

Geographic segmentation calls for the diff geographical units such as states, regions, cities

and the south Asia is a one of the major geographic segmentation variables relevant for

marketers.Here markets are mainly divided into the rural and urban areas.Domino’s intends

to penetrate completely within these markets by opening up 20-25 outlets per year in these

cities. Domino’s has a young and enthusiastic team of more than 2,100 employees. Today,

Domino’s has emerged as the leader in the fast food segment with about 65% of market share

of pizza delivery in India and have outlets more than any other corporation in the business

of food, not just the pizza business. All the Company outlets are corporate outlets invested by

the company and also managed by the company.

Area – semi urban and urban

City – class-A and Class-B cities i.e. metro politician cities

Region -- 56 regions where the pizza demand is more. And around 250 outlets in India.

28
Psychographic segmentation --
It is the science using psychology to better understand the consumers, and they are trying to

sui with local food, and they all ready created the brand name in consumers mind by

advertisement and service i.e. 30 min delivery. Dominos in 2005 takes the Arshad Warsi

(circuit) as their brand ambassador.

In Psychographic segmentation, buyers are divided into lifestyle, personality or values.

Lifestyle – Business class, outdoor oriented.

Personality – Ambitious, open to experience.

Occasions – Regular, special.

Benefits – Quality, service, delivery in 30 minutes or else free.

User status – Regular user

Usage rate – Medium

Loyalty status – Medium loyal

Readiness stage – Intending to buy

Attitude toward product – Enthusiastic

29
 Some other Special offer in dominos pizzas
The Dominos Pizza franchise constantly keeps on inventing ways through which it can

make a greater impact on the fast food market. That is how the fast food franchise came up

with 'Fun Meal for Four' offer. Through this method, the pizza franchise is able to

produce more variety in the food delivered to its customers at their door steps. Through its

'Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas at the rate of Rs 180.

This means charge of one pizza will be just Rs 45. This has helped the speciality food

franchise to enhance the strength of its customer base. Yet another strategy employed by

the fast food franchise to spread their market is to portray their advertisements in an

old-fashioned background. This quasi-environment is sure to make a positive impact on the

semi-urban crowd who are not much familiar with the brand.

The speciality food franchise has set apart Rs 50 crore for its promotional activities in 2007-

08. The fast food franchise is willing to work harder in order to improve its growth

rate in Indian market. The speciality food franchise expects to increase its pizza

delivery at a rate of 45 per cent by the end of the coming financial year.

30
 Competitor

• McDonalds

• Wendy's

• Papa John's

• International and California Pizza Kitchen

WHAT MAKES DOMINO’S PIZZA BETTER THAN IT

COMPETITORS

• Varity of Pizza’s

• Good ambience

• Services offered

• Quality of pizza’s

• Location of the Outlet

• Waiting time in the outlet

• Door step services

31
• Low pricing

NEW PROMOTIONAL ACTIVITY

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

pasta for Rs. 39 instead of Rs 69.

• Pasta is available in 2 variants: cheesy white and tangy red veg Rs

69/- non veg Rs 79/-

• Get garlic bread for only Rs 30/- with any of the pizza mania

combinations.

• Dominos start providing coke/fanta/sprite.

• Dominos started pizzas mania which start from Rs 35 and we get the

toping according to our choice.

• Web coupons available at web site www.dominos.co.in

• Discounting coupons are being provided with every item purchased.

• Suggesting selling at a discounted price

• New schemes at regular interval of time according to the taste of the

INDIAN customer

SUCCES FACTOR OF DOMINO’S PIZZA

• Domino's is a powerful global brand.

o "Mega Brand" as defined by Advertising Age

o Significant, ongoing investments in advertising result in broad consumer awareness

• Domino’s are the #1 pizza delivery company

32
 o Largest share of pizza delivery channel

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

• They have a large and growing international presence.

o Operate in over 60 countries

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

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

33
 CONCLUSION
It has successfully established its market because of-

 Their best services

 Employee's behavior

 Localizing the menu

 Pricing strategy

 Delivery System

 Advertising strategy

34