Domino’s Pizza

Group Members

• Cemonia Sequeira-15

• Nikita Virdi-25

• Priyanka Desai-03

Road-Map• Indian Pizza Industry- An Overview

• Database marketing- Method Adopted

• Database management

• Data mining & warehousing

• Online database creation

• Lead generation

• Segmentation and profiling

• CRM

Indian Pizza Industry- An Overview

• Indian’s Organized pizza market is worth Rs 700 crore and is growing at a rate of 30 per cent annually.

• Organized Market : Pizza hut, Dominos, Papa John’s, Smokin Joe’s , Amul are some of the well known brands

• Domino’s being the leading player with 45% market share

• Following services are being currently offered• Home deliveries• Dine-in• Take-aways

Domino’s Overview

• Scale of Operation 298 stores, 65 cities, 22 states

• Global Strategy= having sales through home delivery (delivery in 30 minutes or free)

• In near future expected to get into dine-in stores

• Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.

Domino’s V/s Competitors

Pizza Industry India Market Share

Others25%

Pizza Hut30%

Domino's45%

Others- Papa Johns, Smokin Joes, Little Caesars and also the unorganized sector

Segmentation

Demographic

• Gender-Males and Females

• Social Class- • Upper Class 60%• Middle Class 35%• Lower class 5%(by coming up with pizza of Rs.39)

• Occupation- Workers, students, self-employed officers

Segmentation……cntd.

Geographic

• Area – semi urban and urban

• Metropolitan Cities/ Major Cities across the nation

• 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

Psychographic

Segmentation……cntd.

Target Audience

• Children – Special occasions

• College goers – Good place/ambience to sit together

• Working class – No time to cook/ Fast paced lifestyle

Positioning

One drawback of the positioning of our product as “30 minutes or else free” was stopped seeing the number of accidents taking place in order to deliver it within 30 minutes.

So, shifting from that positioning we came up with “Khushiyon ki home delivery”…

SWOT Analysis

Strength (Internal)

Opportunities (External)Threat (External)

Weakness (Internal)

SWOT Analysis

• Leading Pizza industry

• More than 8,500 outlets

• Strong brand equity

• Supply chain & distribution network

• Slow growing and declining same-store sales

• Growth in emerging markets like India & China

• Leverage supply chain & distribution system

• Changing consumer habits

• Intensive competition from fragmented small competitors

Direct Marketing Strategies

Our Strategy:- In DM physical contact with the customer is low.

We therefore concentrate on the quality of service, CRM activities which facilitates customer decision making.

We look into some prospects for Customer Service- --speed & accuracy of order fulfillment --immediate consumer complaint/suggestion resolution

--other elements of customer service

Gap In The MarketGoing by our DM strategy and our company’s cross-promotional tie-up plans, we will have a cross-promotional tie-up with VISA.

Like our competitors we do not have any plans to enter into a cross-promotional tie-up with any ice-cream brand.

“Door Hangers” in the form of leaflets will be circulated to consumers wherever and whenever possible.

It will be displayed at the point-of-sale and at merchandising levels at the retail-end to trigger consumer purchase.

LTV (lifetime value)

• School goers:

• College Goers:

• Working class:

Database Marketing

Database marketing…

We developed the database of potential customers who purchased Domino’s even once.

We sent them information about latest offers etc.

They are required to fill in their details and proceed towards the activities Domino’s carries.

We could then add & create the database for new prospective customers also.

Domino’s Database

Steps in developing Database Database development helps us to decide which

communication tool or direct marketing channel to use.

Data & referrals through Questionnaire.

We also had feedback forms in domino’s outlets.

Domino’s Website…

Data Mining

• As more data are gathered, the amount of data doubles every three

years.

• Tool to transform these data into information

• Data mining is the process of extracting required data from a pool of data

• We stick to *qualified * people for sources of data and use Microsoft

excel to manage data.

*qualified * means college goers, families who like to go for outings, children, working people / corporates etc.

Data Warehouse

• Data warehouse is a repository of an

organization's electronically stored data

• Standardized format , easy to extract/

transform analyze and load data

• We use Microsoft Excel initially.

Database Management

Database Maintenance All the Domino’s database names are mailed

every 3 months.

If Interested for further mails of offers etc. from us.

Non-interested consumers get wiped.

It’s a costly affair for Domino’s.

Increases accuracy & precision of the list.

Increases cost effectiveness.

Segmentation and

Profiling

Data Collection

Two segments for lead generation

Working Class College/School goers

Questionnaire…

List Selection

Lead Generatio

n

What is lead generation ? Taking inputs for next sales target

Lead generation + Close the lead = Sales

• High lead generation + unable to close = Sales drop

• No lead Generation + Excellent closers = Sales drop

Talk to qualified people and take inputs on next “Qualified Sales

Target”

• College/ School goers

• working people / corporates

• families who like to go for outings etc.

Online Database Creation

Online database creation

Name Company/School Veg/Non-Veg Annual Income Occupation Age Gender Contact no: DOBAvg money spent on eating

out per instance

Likeliness towards

which Pizza Brand

Pizza preferences

during which

Occasion

References

CRM Objective to enhance customer loyalty.

Loyalty is created through the information in Domino’s database

Data mines and warehouses of Domino’s

Includes investment in technology

Creating interdependence between the consumer and Domino’s

Development of people & organizational structures

Spiral of prosperity More Profits/Analyse Database

Identify Prospects

Increase Customer Value

  Target Media

Cross-Sell, Up Sell  

Sell Products

   Talk to Customers Regularly

Get Customer Information

Build Database & Analyse

      

Customer Acquisition Vouchers Free membership on dominos’ website Free home delivery within 2kms Free home delivery if ordered between

11am-1pm on weekdays. Exciting goodies and gifts. Unbelievable offers!!! WOW Club Loyalty Schemes

Customer Retention Discount coupons (purchased either through internet / from

the domino’s outlet)…(image of coupons)

Give a free meal worth rs.500 to customers who have bills worth Rs.5000(within 3 months)

In one month if any customer purchases our pizzas worth Rs.2500 we will offer exciting gifts from Domino’s.

Free gaming CD worth Rs.450 with “Zapizza” combo

Special offers for member’s Birthdays and anniversaries….

Cross-selling Renewal Customer Care E-mails

Point to be noted:-

For the direct marketing of Domino’s all the Customer Acquisition and Retention activities that

we undertook did not have a separate segmentation

because the activities undertaken suit both the target

groups which are namely working class and school/college goers.

Below the line Activity by us:-

Direct Mail E-mail Discount Coupons/Vouchers Fliers Exclusive dine in menu cards

Why we used BTL activity largely?

Domino’s is an established Brand

No Brand Identity needed now

We now need to generate sales…so we stressed on BTL Activity

BTL will help us to measure Return on Investment (ROI)

It’s a Direct means of Communication

Above the line Activity by us:-

Television Advertising

Web ads

Internet banner ads

Communication Plan (IDM) DM channels used to determine presale needs, interests

& preferences of our target audience.

We used Multi-channel program for Domino’s.

We developed IDM materials to provide value to consumers.

Direct & precise communication done during sales.

Ongoing growth & retention integrated communications to maintain customer relationship.

Direct Marketing Channels

• Direct Mailing

• E-mail marketing

• Use of coupons/vouchers

• Television Marketing

• Internet/website

• Catalogue

• SMS

• Direct response (TV/print)

• Inserts, pamphlets, websites.

Creative’s for Domino’s

Keychain Ambient TV Ad Crown calendar

Budget

QuestionsssssQuestionsssss