DOMINO’S

HISTORY
• Domino's Pizza, Inc. is an international pizza delivery
corporation headquartered in Ann Arbor, Michigan,
United States.

• Founded in 1960, Domino's is the second-largest

pizza chain in the United States

• Domino's Pizza was sold to Bain Capital in 1998 and

went public in 2004.
 HISTORY
INDIA

• Domino's entered India in 1996 through a franchise

agreement with Vam Bhartia Corp.

• The first outlet was opened in Delhi.

• With the overwhelming success of the first outlet,

the company opened another outlet in Delhi.

• By 2000, Domino's had a presence in all the major

cities and towns in India.
 DOMINO’S – JUBILANT FOODWORKS

• Jubilant foodworks limited, a jubilant bhartia group

company holds the master franchisee rights for
domino's pizza for India

• Jubilant went a step ahead by differentiating regions

and applying the taste-factor accordingly.

• 70 % business of Domino’s accounted for deliveries.

• They also made ordering simpler through a single

toll-free number through out the country
 LOCATION & MODEL
• 274 Locations in 55 cities across India.

• In early 2000, Domino's came out with its own logistics

model.

• Domino's first decided the procurement strategy for its

key raw materials.

• Domino's opened an outlet in every potential market,

which fell enroute between the commissary in Delhi and
Jalandhar, it prime sourcing base

• The same logic was extended to Shimla

 SWOT
STRENGTH WEAKNESS
1.More outlets even in smaller town 1.Lack of variety
2.Less than 30 min Home delivery 2.Outlets lack space
3.Quick service at outlets 3.Abience not up to expectations
4.Customer satisfaction 4.No option for birthday parties and
5.Low price corporate lunches
6.Excellent offers
7.Good promotion
OPPORTUNITY THREAT
1.Growing fast food market-scope for 1.Emergence of Papa John’s-World’s Pizza
expansion makers
2.Introduce more varieties 2.Better quality and variety of competitor
3.Bigger outlets 3.No take away counters for Pizzas
4.Take away counters
 DOMINO’S
• Adapting to economic environment

• Embracing Technology

• Across Socio cultural barriers

• Segmentation
 DOMINO’S Vs PIZZA HUT
POSITIONING
DOMINO’S PIZZA HUT

POINTS OF FAST DELIVERY OF PIZZA IN RESTAURANT DINING

DIFFERENCE GOOD PIZZA AT NOMINAL PRICE GREAT AMBIENCE & HIGHER
PRICE

POINTS OF
PARITY
THE MAIN FOOD
GOOD SPEED OF MAKING AND SERVICE
VISION
SERVICE MARKETING
MIX:

“DOMINO’S”
An expanded marketing mix for services

Product
People (service)
Process

Place &
Time
Place Customers
Customers
Customers Price
Price

Promotion

Physical evidence
 4Ps OF MARKETING MIX

• PRODUCT
• PRICE
• PROMOTION
• PLACE
 3Ps OF SERVICING MIX

• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
 PROCESS

•Self service system.

•Hungry hotline facility.

•Keep in mind the health and hygiene.

• Domino’s Pizza India also boasts about its
commitment to serve its customers on time by
implementing the “30 MINUTES OR FREE” service
commitment.

• Domino's constantly strives to develop products that

suit the tastes of its customers,

• Domino's believes strongly in the strategy of 'Think

local and act regional'.
 PHYSICAL EVIDENCE

• Logo

• Sample parking space.

• Good infrastructure.

• Use of modern technology equipments.

• Clean and friendly services.

 7 P’s OF MARKETING
• Product
Core Product:
 Domino’s provide pizza in different sizes and crusts offering a
wide varieties of toppings
 Garlic Breads, Pasta, Chicken Wings, Calzone, Deserts
 Low Priced pizza called Pizza Mania
 Offers “Kheema Do Pyazza Pizza”, introduced keeping in mind
the customers who like an Indian touch to their pizzas
• Facilitating Element:
 Information: They provide details about their product through the
menu card which is also available online
 Order Taking: Orders are taken on phones, online and at the outlets
providing personal attention to customers
 Billing: The billing amount is informed to the customers immediately
after taking the order
 Payment: Coupon Redemption is done, accepts cash payment

• Enhancing Element:
• Provides home delivery service within 30 minutes otherwise gives it
for free
• Regularly provide discount coupons to the customers
Price:
 As compared to its competitors, Domino’s pricing is low.
 It offers pizza ranging from Rs 35 – Rs 400.

Place & Distribution:

 It has around 300 outlets in 65 cities, in 22 states in India.
 The sites have been chosen keeping in view that all the stores are in
and out of center location on retail and has good parking
accessibility. Secondly the catchment area is of a specified minimum
size and within a given drive time to the site.
 The type of distribution channel used by Domino’s Pizza is the direct
channel which is successful when there is an extremely large market
that is geographically dispersed and when there are a large number
of buyers, but a small amount purchased by each
 Customers can eat at the outlet or can have home delivery by
ordering on phone or can order online.
Promotion:
 Regular advertisements in in newspapers, magazines, television and
online
 Use of famous stars like Paresh Rawal, Arshad Warsi in advertisements
 Distributing door to door brochures
 Providing discount coupons & special customer membership coupons.
 Tied-up with Facebook and Twitter to enhance its network and target
audience

People:
 A team of over 6,000 enthusiastic and dedicated employees.
 Appropriately trained for delivering the service.
 Personality development and grooming sessions.
 Provide them with various facilities such as medical help, consultation,
traveling facilities, perks and bonuses
 Team members are recognized and rewarded based on ability and
merit for their contributions
• Process:
 Self service system.
 Hungry hotline facility
 Keep in mind the health and hygiene
 “30 MINUTES OR FREE” service commitment.
 Domino's believes strongly in the strategy of 'Think local and act
regional'.

• Physical Evidence:
 Logo
 Good infrastructure
 Use of modern technology equipment
 Clean and friendly services
 Service Marketing Triangle
Company
(Management)

Internal External
Marketing Marketing

“enabling the “setting the

promise” Promise””

Customers
Employees Interactive Marketing
“delivering the promise”
 INTERNAL MARKETING
• Training is provided for young and enthusiastic
team
• Incentives are awarded for maximum delivery
within 30 minutes
• Bonus scheme incorporating profit
• Uniforms are provided to the employees with a
Domino’s logo
• There is also an ‘Employ of the month’ award
which encourages them
 EXTERNAL MARKETING

Regular advertisements on print and electronic

media communicating their message
Provide the opportunity of online booking system
Provide discount coupons and menu with every
delivery
Domino’s has also tied-up with Facebook & Twitter
for promotion
Promise is made of their quality and 30 minutes
delivery system through advertisements
 INTERACTIVE MARKETING
• Incentives encourage the employees deliver
their promise of delivery within 30 minutes
• Employees serve the customers well and take
their orders promptly
• Employees also make aware their customers
about the different offers which help in saving
their money and build a trust factor
Reliability:
 Customers rely on Domino’s for free home delivery within 30 minutes as
promised
 Customers rely on the Quality and Freshness of the food being served.
 
Assurance:
 Customers of Domino’s are assured that the employees will attend them
sincerely and take their queries well.
 The employees always give assurance to their customers that they would
be delivered the food within 30 minutes and that too hot and fresh.
Tangibles:
 The ambience of Domino’s outlets is such that when a customer
enters he gets a feel of it.
 The packaging of food items is very good which keeps the food hot
and crisp until it reaches the destination.
 The ovens used are of the latest technology.
 For the convenience of customers, Domino’s provide plastic cutleries
with the delivery.
 It offers discount coupons with every purchase with the menu card
 It also offers special customers membership coupons.
 The pizza delivery boys are always neatly and professionally dressed.
• Empathy:
 The employees at Domino’s give undivided attention to the customers
while attending them and taking their order.
 They provide extra information to their customers related to the
discounts and other offers which help in saving their money.
 They always handle the complaints with care and positive attitude.
 They help consumers looking for an affordable and value for money meal
option

• Responsiveness:
 Being a responsible organization, Domino’s keep on informing the
customers about their changed and new menu items through
advertisements.
 Domino’s understands that it is their responsibility to deliver their
customers within 30 minutes which they are expecting.
 CONCLUSION
 Domino’s is known for their best services. We can summarize the whole that
Employees behavior is the major factor, which influences the customer perception
most about the pizza outlets while they are followed by environment, parking
space, internal, and external factors. Domino’s commitment to home delivery
pizzas has kept them up to the mark and at the same time kept a good customer
loyalty.

 Domino's is a powerful global brand.

 Significant, ongoing investments in advertising result in broad consumer awareness
 Domino’s are the No.1 pizza delivery company
 Largest share of pizza delivery channel
 They have a large and growing international presence.
 They operate a profitable, value-added supply chain system.
 Ensures quality and consistency