1.1 INTRODUCTION

Social media can be leveraged to create wonderful marketing masterpieces. Big name companies like Skittles and Dell have successfully used social media to increase their sales, brand, and the community around their products. Small companies like Kogi BBQ are using social media to increase their sales and dominate the late night food craze in Los Angeles. No matter your company size, social media can be used to start a conversation with your target market and elevate your brand.According to Wikipedia,Social media is online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one too many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.Social Media: A Publishing Technology for EveryoneSocial media is unlike any other technology in history. It has created a modern-day renaissance for several reasons, which are broken down here:Social media is onlineSocial media is something that takes place online. It is a type of communication that takes place outside of in-person meetings, phone calls, or foot traffic. That means social media is location-independent, which makes it a valuable part of any companys business strategy.Social media is user-generatedContent used to be something that very few people created. Reporters, TV anchors, movie directors, authors, radio DJs, and magazine editors created content, and everyone else consumed it. Now, everyone is a publisher, and the people who use the content are also the ones who create it.Social media is highly accessible and scalableSocial media is highly accessible and scalable to the public, which means that social media has lots of users and offers plenty of opportunity for companies. Because social media is easy to access, the tools for social media are easy and intuitive enough for the common person to use.Social Media: A Way to Diffuse InformationNo other existing media is capable of diffusing information faster than social media.Heres why: Social media is a shift in how people discover, read, and share news, media, and content Television and newspapers are no longer king when it comes to filtering and sharing news. People are more likely to get their news by reading Trending Topics on Twitter, and they are more likely to share a link to a friends blog post than MSNs homepage.

Social media is a fusion of sociology and technologySocial media is user-controlled, which means that sociologic components play a large role in any companys social media business strategy. The limits of social media are only set by the limits of the technology of social media tools. Social media is a dialogue At one time, companies had a monologue with its customers. Companies put out television commercials or print ads about its products and waited to see whether the sales rolled in to determine success rates. Now, social media allows companies to have a dialogue with its customers and gain valuable feedback and input as it creates the message Social media is the democratization of informationInformation and messaging for a company was once controlled by its marketing and sales departments. Now, with the democratization of information, no one owns the message about a product or company. Every company must become part of the conversation or risk letting users become the voice of the company.Social Media: A Way to Build Relationships by SharingHumans are interesting in that the way they build relationships is through sharing. It may be sharing something that happened in their personal lives, or it may be sharing something funny on TV. Sharing is an essential component of social media, so lets break it down into parts: Social media is people connecting with othersSocial media allows each person to connect with others, which means most of the messaging a person receives is from his or her network. Its essential for companies to learn to network with its customers in order to promote the company message. Social media is content readers become content publishersContent readers are not only consumers. Social media allows content readers to become content publishers. In this way, social media allows content readers to share the content with their own network of followers by publishing or republishing the message in their own words. Social media is forming relationships for personal, political, and business useSocial media is not just about content or messaging in a different format. Social media is about relationships. For companies, social media is about creating a more personal relationship with end-consumers to build a network around a service or product.The internet has given us the ability to connect with people from around the globe with a few clicks of a button, making it easier than ever to keep in touch with our friends and family. Because of that, social networking is the biggest industry of our time, but it wasnt always that way.The Early YearsSocial networking began in 1978 with the Bulletin Board System (or BBS.) The BBS was hosted on personal computers, requiring that users dial in through the modem of the host computer, exchanging information over phone lines with other users. This was the first system that allowed users to sign in and interact with each other, although it was quite slow since only one user could be logged in at a time.Later in the year, the very first copies of web browsers were distributed using the bulletin board Usenet. Usenet was created by Jim Ellis and Tom Truscott, and it allowed users to post news articles or posts, which were referred to as news. The difference between Usenet and other BBS and forums was that it didnt have a dedicated administrator or central server. There are modern forums that use the same idea as Usenet today, including Yahoo! Groups and Google Groups.The first version of instant messaging came about in 1988 with Internet Relay Chat (IRC). IRC was Unix-based, limiting access to most people. It was used for link and file sharing, and generally keeping in touch with one another.The Birth of Social Networking As We Know ItGeocities was among the first social networking sites on the internet, launching its website in 1994. Its intent was to allow users to create their own websites, dividing them into cities based on the websites content. In 1995, TheGlobe.com was launched, offering users the ability to interact with people who held the same interests and publish their own content.Two years later, in 1997, AOL Instant Messenger and SixDegrees.com were launched. This was the year instant messaging became popular and it was the first time internet users were able to create a profile and friend each other.The New Millennium Brings the World CloserFriendster was the pioneer of social networking. In its first three months, the social networking website acquired 3 million users, amounting to 1 in 126 internet users being members at the time. Friendster served as the launching point for the widely popular MySpace, who cloned Friendster and launched after just 10 days of coding.In the following years, other social networking websites like Classmates.com, LinkedIn and Tribe.net started to pop up, including what was to be the most popular social networking website in internet history.Facebook.com was launched in 2004 with the intent to connect U.S. college students, starting with Harvard College. In its first month, over half of the 19,500 students signed up. After gaining popularity, Facebook opened its registration to non-college students, and in 2008, Facebook surpassed MySpace as the leading social networking website.Social networking has come a long way since 1978, and we will all witness its evolution for years to come, forever changing the way people connect with one another.

Timeline

1. 1969: One of the earliest bulletin boards was ARPANet, where the first terminals were linked together in November 19692. 1971: First email sent between computers3. 1978: first BBS created online. Single user access only4. 1983: The Joint Academic NETwork (JANET) went live using an early version of the X.25 network5. 1984: Fidonet, the first non commercial network, was founded to link up systems such as ARPANet, Minitel and Milnet6. 1985: One of the popular bulletin boards in California was the WELL (the Whole Earth Lectronic Link) and is still running today7. 1986: CompuServe (CompuServe Information Service) and AOL provided walled gardens for users to contribute to bulletin boards within these subscription services and extending its reach outside of the United States, firstly to Japan in 19868. 1988: In August Jarkko Oikarinen, a developer working at the University of Oulu, developed an online chatting mechanism called Internet Relay Chat (IRC) which he developed to replace a program known as Multiuser Talk (MUT).9. 1993: The pornographic site Rusty-N-Edie had almost 124 Computers and over 6000 subscribers. Any subscriber living outside of the US had to dial in to the US numbers, paying for an international telephone call10. 1994: Geocities created11. 1997: Six Degrees website launched the first social networking site12. 2002: Friendster launched gathering 3 million users in the first 3 months13. 2003: My Space launched14. 2004: Facebook launched initially for college students, then opened up to companies such as Microsoft in 2005. my goodness, Ive had my account for a long time!15. 2005: YouTube purchased by Google and accessed by millions16. 2006: Twitter created but didnt get much traction until SxSWin 2007 when it exploded in popularity17. 2008: Groupon launched18. 2010: Google Buzz, Quora launched19. 2011: Social gift, Bre.ad and hundreds more social media start ups launched.

1.2 Overview of IndustryExperimenting with the taste buds has always been the mantra of food lovers in India. With increasing disposable incomes, spendthrift attitude and cross-cultural exchanges the exposure to various global cuisines has never been so easy. Be it western cuisines or local delicacies, the Indian food lovers are always ready to taste both. As a matter of fact, many times they even prefer to have a platter full of dishes fused with both the tastes. According to our new research report, the demand for various fast food items is consistently rising in India. The most delectable of them all is Pizza, which has now emerged as one of the most favorite fast food items of the Indiansespecially the young generation.As per our estimation, the Indian organized pizza market will surge at a CAGR of more than 27% during 2012-2015.A comprehensive report on Indian Pizza Market Analysis deciphered that India can prove a huge platform for the market players to grow as the penetration of pizza consumption is still low. On evaluating the organized pizza market in India prudently, observed that there exists a tremendous growth opportunity for these players in tier II and III cities, where the educated middle class population is becoming more sophisticated with respect to standardized food consumption. An in-depth analysis of the consumer behavior patterns has been done for tier I and II cities by conducting comprehensive primary research and market surveys. For survey, targeted the people in the age group of 13-40 years, which includes professionals, businessmen, students and individuals.That survey also covers the other important features of the pizza sector like consumers preferences for vegetarian and non-vegetarian pizzas, home delivery services, and major factors considered while selecting an pizza outlet. We also covered some of the additional features desired by consumers that can act as an opportunity area for the players.The report provides profiling of the major companies in the field, such as Dominos, Pizza Hut, Papa Johns and Smokin Joes involved in the pizza market to gain insights on their overall business, recent activities and an analysis on their strengths and weaknesses. Seeing the lucrative potential, various players are planning to expand their operations in tier II cities. Overall, the report presents optimum information and balanced research outlook on the potentials of the Indian pizza market.Although pizza isnt a food youd traditionally find in India, according to Weiss, bread, tomatoes and cheese are an integral part of the national diet. So, as with other international markets, pizzerias have tailored pies to fit local tastes, with one of the favorites in India being the Peppy Paneer pizza, which is topped with chunks of paneer (an unsalted cheese) and red, green and chili peppers. Since the population is also tech-savvy, Dominos began offering online ordering to its Indian customers in late 2010 and has already seen more than 10% of sales coming in through the Web.Pizza Hut, excited about India being a major growth engine for Yum! Brands, last year separated its India business into a stand-alone segment, which it had done with only China in the past. Chairman and chief executive David C. Novak said the company was at the same stage of development in India as it was in China at a similar juncture in its life cycle.Similarly, Dominos currently owns 500 stores in India and has plans to reach 800 stores by 2016. Youll also find Papa Johns, Little Caesars, California Pizza Kitchen and Sbarro earning a slice of the pie in India.1.3 About The OrganizationFounded in 1960, Dominos Pizza is the recognized world leader in pizza delivery segment operating a network of company-owned and franchise-owned restaurants in the United States and international markets. Dominos Pizzas Vision illustrates a company of exceptional people on a mission to be the best Pizza Delivery Company in the world. Dominos started out small with the legendary Tom Monaghan who bought his first pizza restaurant and called it Dominicks.It was re-christened Dominos Pizza in 1965. However, in 1978, the 200th Dominos restaurant opened, and things really began to cook. By 1983 there were 1000 Dominos restaurants, rising to 5000 in 1989. Today, there are more than 9000 franchised and company owned restaurants in the United States and 60 international markets Dominos is listed on the NYSE under the symbol "DPZ." The Dominos Pizza brand was named a Megabrand by Advertising Age magazine. It was also named as "Chain of the Year" by Pizza Today magazine, the leading publication of the pizza industry. In 2009, Dominos ranked number one in guest satisfaction in a survey of consumers of the U.S. largest limited service restaurants, according to the annual American Guest Satisfaction Index (ACSI). Dominos has expanded its menu significantly since 2008 to include Oven Baked Sandwiches and BreadBowl Pasta, and recently debuted its Inspired New Pizza- a permanent change to its core hand-tossed product, reinvented from the crust up with new sauce, cheese and garlic seasoned crust.

1.3.1 Dominos India Profile

Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia Group Company, The Company was incorporated in 1995 and initiated operations in 1996, The Company got listed on the Indian bourses in February 2010, Mr, Shyam S, Bhartia, Mr, Hari S, Bhartia and Jubilant Enpro Private Ltd, are the Promoters of the Company. The Company & its subsidiary operates Domino's Pizza brand with the exclusive rights for India, Nepal, Bangladesh and Sri Lanka, The Company is India's largest and fastest growing food service company, with a network of 500+ Domino's Pizza restaurantsRestaurants (as of 31st March, 2012)The Company is the market leader in the organized pizza market with a 54% market share (Euromonitor Report 2010) and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating restaurants in India,Over the period since 1996, Dominos Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional guest care and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our restaurants around the country.Dominos vision is focused on Exceptional people on a mission to be the best pizza delivery company in the world!" We are committed to bringing fun, happiness and convenience to lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at fulfilling this commitment towards a large and ever-growing guest base.Dominos constantly strives to develop products that suit the tastes of our consumers and hence delighting them. Dominos believes strongly in the strategy of Think global and act local. Thus, time and again we have been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further providing value for money and affordable products to our consumers has been an important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.Dominos believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, our brand positioning: Yeh Hai Rishton Ka TimeThats why, all our efforts, whether it is a new innovative and delicious product, offering consumers value for money deals, great service, countrywide presence or the promise to deliver in 30 minutes or free are all directed towards making relationships stronger, warmer and more fun by giving consumers an opportunity to get together, catch up, reunite and spend more time together.Consumers can order their pizzas by calling the single Happiness Hotline number 68886888 OR order online atPizza Online.

1.3.2 Competitive StatusThe major competitors of dominos are Pizza hut Pizza corner Mcdonalds Barista Cafe coffee day Subway Papa johnsDominos Adapting To Economic EnvironmentDominos focuses on value to customers and offers pizzas and Italian delicacies at affordable prices to middle class Indian consumers. Dominos has 274 outlets in 55 cities across 20 states. Embracing TechnologyLocating stores and placing orders has never been easier for pizza hut loyals. With their virtual store kind website, pizza hut offers customers a wide range of options to choose from menu and avail new offers. Now orders can also be placed through mobile phones. High end technologies are used at the cash counters. Across Socio Cultural Barriers

Dominos outlets are prevalent in every small-big town across the world. Dominos has taken cues from changing preferences of its customers and put together a tantalising menu that attracts foodies around the globe.

1.2.3 SWOT Analysis of the Organization

1.4 About The TopicSocial Media Marketing Strategies and Efforts By Dominos Pizza IndiaDomino's Pizza to go bullish on digital

With the introduction of an online ordering service in August 2011, Domino's Pizza, from the house of Jubilant Foodworks, is all set to boost the digital game this year. The quick service restaurant (QSR) brand has allocated a marketing budget of Rs 34 crore to be spent on digital (including social media), television advertising and door-to-door promotion through distribution of menu cards.Speaking about the strategy, Harneet Singh Rajpal, vice-president, marketing, Domino's Pizza India, says, "Food service is an impulse category, and therefore, it is important to continuously drive the 'need' factor amongst the consumers. And, for that we need to use marketing strategies that will drive the 'desire' factor."While the company will continue to advertise on various channels on television, for digital, it plans to launch various activities and use other tools such as re-marketing, which follows website visitors around the web, giving them a chance to convert. It also plans to make extensive use of search engine marketing (SEM) and search engine optimization (SEO). In the last two years, it has worked to develop its Facebook page by introducing various contests and activities. The company claims that it has 3.6 million fans following it on Facebook.

In addition to this, the company will invest in door-to-door promotion through distribution of menu cards that will include various offers and discounts. According to Rajpal, it is important for the consumer to have knowledge of the menu, as the customer will then find it convenient to place an order.While in the past, Domino's had launched various print campaigns, it feels that the medium has failed to work for the brand, and therefore, now refrains from using newspapers and magazines. Rajpal explains, "In case of food service, it is important to create an experience. With television and digital, it is possible to do so. Print has its own restrictions, and hence we have stopped using print."The brand plans to continue with its current positioning of 'Khushiyon ki Home Delivery', which was launched in 2008, in an effort to create an emotional connect. Before that, the brand had more of a functional positioning of 'Hungry Kya?', which stressed upon the USP of quick home delivery.It will also continue the strategy to launch three-four products in a year, with about one product launch every quarter. Rajpal adds that the research and development team works to ensure that a menu is developed in view of the consumers' need for the next two years.The company also plans to open 80 new stores in the next fiscal (2012-2013), across Tier II and Tier III cities, taking the number of stores to 491. Currently, Domino's has 411 stores spread across 98 cities. "We are mainly looking at stores that have a sitting area of 30-40 people. The idea is to promote a functional dining experience," adds Rajpal.Domino's Pizza, which claims to have 54 per cent market share in the organised pizza category, will continue its focus on being a delivery-based QSR chain, with a focus to turn the brand into a household name even in small towns."In India, around 35-50 million people are using the internet. That is the kind of potential market that we see... So launching the online ordering system is an extension to reach out to consumers," Domino's Pizza India Vice President (Marketing) Harneet Singh RajpalThe company had introduced the online ordering system last year as a pilot project in Bangalore. At present, online sales contribute around 4 per cent of its total business. Last fiscal, the firm had a turnover of Rs 678 crore. As the reports on Sep 2, 2011"E-commerce is a growing business. In India, the penetration of internet is very low. However, in developed countries around 20-30 per cent of sales comes online. Though it is difficult to say when such can achieve in India, we expect a huge double growth in the few years," he said.Under the online system, customers can order pizzas online by way of cash on delivery or credit card, debit card, net banking or mobile cash card. This platform is integrated with social media like Facebook

Domino's Pizza IndiaFacebook Page Statistics1. Number of Fans:36001251. People Talking About:1231411. URL:Domino's Pizza IndiaDomino's Pizza IndiaDistribution of Fans#CountryLocal Fans% of Fan Base

1India344371095.7 %

2United States150290.4 %

3Pakistan79220.2 %

Dominos doubles-down on social, launches Facebook ordering

Dominos Pizza has certainly been ahead of the curve when it comes to its adoption of mobile and social media commerce. With its latest announcement, it has extended its features, in New Zealand and Australia at least, allowing customers toplace their orders via Facebook.To gain access to the app, one has to like the Dominos Facebook page, which is a pretty smart way to get returning customers to plug in to the companys social media presence.Dominos ordering can be done via an Open Graph app, but still can place the order without it. Installing it does give Dominos customers the added option of posting their pizza order on their Timeline.

Its a good thing this feature is purely optional. IfInstagram posts on Facebookhave proven to be pretty annoying, we can imagine sharing fast food orders wont go down too well with friends either.More than 156,000 New Zealanders have connected with them through Facebook and new ordering app brings them a more engaging and social ordering experience.Placing an order is quick and easy in both apps and unique Pizza Tracker is still available to track the pizza making process at the end of ordering.While Pizza Hut did beat Dominos to the punch by two years as far as Facebook ordering is concerned, Pizza Huts offeringdidnt fare too well, and eventually disappeared from its page. Dominos on the other hand, after getting off toa somewhat faulty start, has figured out how best to harness social mediato connect with its customers.As far as sales are concerned, Dominos UK has introduced just about every way imaginable to order pizzas with everything fromiPhoneandiPadtoWindows Mobileapps the company has left no stone unturned. Andits payed off.Dominos UK took 1 million ($1.59 million) in sales via its mobile platforms in just one week, last March.Extending its ordering options to Facebook feels like natural progression, and is no doubt, a welcome addition to its impressive lineup of apps.How Dominos Facebook Ads Sold Pizzas Worldwide Facebook helped Dominos complete 542,000 online orders on Dec. 8, 2011, celebrating the brands 51st birthday with half-price pizzas worldwide. The one-day campaign ran in 19 international markets and was pitched via Facebooklike-gate ads in 10 languages.It was wildly successful, Dennis Maloney, Dominos VP of digital marketingDubbed Global Dominos Day, Maloney said the campaign used 20 country-specific Facebook pages.It was the first time they activated a single promotion worldwide. Its the first time any [quick-serve restaurant] company has been able to do that, which is really exciting. It got great participation around the world.The social platform has evolved into a worldwide digital broadcast center for brands, he said.Facebook has become a single point and language that translates almost across the entire globe, Maloney said. That opens up the door to promotions like this.App and Ads Build Up AwarenessHeres how the promotion unfolded:1. During the week leading up to the campaign, a tab on Dominos Facebook page alerted viewers that something big is about to happen, according to the brand, while providing a share button.1. A second version of the tab was launched three days before the event, revealing the half-price offer and allowing Facebook users to share the message in 14 languages.1. In days prior to the campaign, Facebook Marketplace and Sponsored Stories ads were posted to create awareness. And premium ads on the social site encouraged users to RSVP to the event.1. Premium and Sponsored Stories ads ran on Dec. 8, 2011 driving click-throughs to the app, where they could select their country and go to their local/regional Dominos ordering site.1. Once users liked the brand, the app added the discount offer to their Dominos.com shopping cart.1. Then, a pop-up encouraged people to share the offer with their friends.Dominos Pizza India Leverages Pehli Kamai On Social MediaIt appears that quick service restaurants in India have begun to woo the small-pocketed consumer, more aptly the young student crowd. As the competition gets aggressive, the campaigns have been getting adorable and more suited to the social media savvy youth.

Life mein pehli kamai chahe jitni choti ho, party badi honi chahiye! Having said that, the brand has been leveraging social media as much as possible, to keep the message alive. From asking fans aboutwhatthey did to get their first salary to running promotional contests on social networks like Facebook, YouTube and Twitter, Dominos Pizza India has been quite active in spreading the pehli kamai-pizza mania deal on social media.The 3.6 million strongFacebookcommunity had been invited to a Earn your pehli kamai contest beginning at the end of April, where fans had to perform in front of thousands of people to earn their first salary. The contest that was hosted on a Facebook app, required fans to upload solo pics and get at least 10 likes to qualify.

Trending hashtags, teaser updates on social media platforms and exclusive contests have become the order of the day.TheDominos India pehli kamai campaign, although simple, has the potential to strike a chord with its endearing TVC and social media promotions.

The official blog of Dominos India, countrys leading Pizza brand, is now live. Visit Blogizza for interesting stories and articles related to Pizzas and more.

The official fan page of Dominos India, countrys leading Pizza brand on Facebook which has 3.6 million likes. Dominos Pizza India organized a contest Model Of the Week in which the fan has to upload his/her photograph and ask his/her friends to like it. The fan who gets the maximum likes wins the contest.Here are the two winners.. Nitin Anand and Richa Sharma

Order Domino's OF ANY VALUE from any of the 31 Domino's stores in Mumbai & you could WIN next !Khushiyon ki Delivery ! Each Winner has received Rs 500 Domino's voucher. Here are the pictures of some winners.Dominos Pizza-First Food Service Company To Launch Online Ordering ServiceDomino's Pizza, the market leader in the organized pizza home delivery segment in India (Source: The Food Franchising Report, 22009) has become the first food services company to launch Online Ordering service nationally. It is move to make the Pizza Ordering experience more convenient and fun for a large and fast growing population of Netizans in India. For those, who are technology freaks and even for casual internet users, this medium will surely be a yummy pizza ordering experience. The system will allow customers to pay by cash on delivery or credit card, debit card, net banking or mobile cash card for their hot n piping pizzas. This payment gateway is powered by Bill Desk, a leading online payment solution provider.Speaking on the launch of this exclusive system for a QSR brand in India, Mr. Ajay Kaul, CEO, Jubilant FoodWorks Limited said, "As a company our endeavor is to provide the best of service to our customers in terms of ordering our Pizzas. At the same time we want to make use of the technology to make our brand more accessible and approachable for consumers. The launch of Online Ordering platform adds a new dimension to convenience and experience of the ordering process. We believe t hat our customers would fin d it even more convenient to order with us now with the new interface. We are delighted to take our brand a steep ahead with the new launch".The endeavor is to be at the forefront in using new technologies to extend more convenience to our consumers. This service will fulfill the latent need and enhance the overall consumer experience.E-commerce is gaining lot of attraction in India and we believe that the timing was just right to launch this new innovative platform. Online Ordering has been a huge success in other Domino's International markets and we are confident of replicating that success here in India.Features of Domino's online Ordering Consumers can place order without registration also Login is optional & could be done with mobile number and password or social media logins like Facebook and Yahoo. Save past orders and delivery address for quick ordering Complete control and visibility of Orders and coupons Customize pizzas as you want All possible payment options-cash on delivery, credit card, debit card, net banking, mobile card. 30 minutes delivery guaranteeThere are lots of other benefits that consumers get by using the new platform. One does not have to remember the phone no., don't have to wait for the phones to be picked up, have complete control and visibility of the order and choose the option of paying through Cash on delivery, credit card, debit card, net banking or mobile cash card. A unique feature of the system is that it can save multiple addresses and orders placed at different points of time. Hence, it will allow the consumers to choose from past orders and order quickly.This platform is integrated with social media logins like Facebook; enabling customers to use their own login for registering on the site. The best part is that even on this online ordering service our unique '30 minutes of free' delivery promise is applicableFor Ordering Online Visit www.pizzaonline.dominos.co.inHere is the snapshot of the website

Jubilant FoodWorks-Dominos Pizza has become the first brand in Food industry to launch online ordering service nationallyDominos iPad App Lets You Design A Pizza, Then Order It For DeliveryThe three biggest pizza chains in America (Pizza Hut, Dominos and Papa Johns) have all developed apps for Apples iOS. All three companies apps let potential customers find nearby branches of the chain in question and order pizzas for takeout or delivery. But only one of these apps the new Dominos iPad app,Dominos Pizza Hero lets you order a pizza that youve designed yourself.According toMashable Business, the app takes the form ofa game nominally based on Dominos real-life Pizza School.Users learn how to (virtually) carry out all the steps required to make a real Dominos pizza, from kneading the dough and spreading the sauce to plopping the pepperoni on top.As an advertisement for the Dominos brand, this is great, nefarious stuff; emphasizing the human effort needed to assemble a pie supports the idea that Dominos makes artisan pizza.India soon to be biggest market for Domino's PizzaIndias e commerce story is set to receive a big boost. Pizza chain major, Dominos, which moved to the online platform only last year, is already bettingon Indiabeing the biggest market for its online sales globally, in a few years. Dominos, which went online in September 2010, currently has over 10% of its annual sales coming from the online medium. Although the figure might seem small compared to the 30% globally, Indiasinternet marketis far from undersized, it says.Interestingly, half of the 4.1million Dominos fans on its US Facebook page are Indians. India has a lot of young people who are tech-savvy. For us, e-commerce in India is definitely going to grow huge, Patrick Doyle, president and CEO, Dominos Pizza Inc, told TOI. Considering the rapid growth of internet in the country, Doyle says it would not be long before India overtakes US regarding online sales.Itsnot justDominos that is buoyed by the growth of ecommerce industry in India, growing exponentially with transactions rising 50% annually. Some estimates peg thebusiness to businessecommerce market in India to be worth over Rs 10,000 crore a year, while the business to consumer market is about Rs 30,000 crore, of which the travel sector alone contributes Rs 20,000 crore Domino's used social media to tap into Gen-X nostalgia by creating a Facebook game starring the mischievous villain known as the Noid.

2.1 OBJECTIVE OF THE STUDY To study the effectiveness of social media marketing efforts by dominos. To know the present social media marketing strategies through offers and contests. To emphasize on the costumers needs in respect of online ordering. To emphasize on Dominos Ads campaign targeting socially active audience. To ascertain potential market for online pizza ordering.2.2 SCOPE OF THE STUDYIndia is a second fastest growing market in Facebook. India has a growth rate of 162.4% only second to Brazil in terms of Facebook User base. This is a huge opportunity for Brands to focus their online marketing strategy into investing in such online platforms.

The dawn of the internet era opened up amazing new possibilities. Impossible is not a word anymore! India has also joined the bandwagon and the numbers themselves do all the talking. The latest statistics*reveal that 400 million people access internet regularly in India and that is jump of 700% in last six years. And, here comes the best part; the internet users as of now comprise of only 3.6% of the population. Now we can imagine the scope of internet marketing in India!Social media promotion provides ever lasting effect to get a maximum links and traffics by minimum effort. The business news will spread quickly as you can imagine maximizing the business conversion through some good potential and popular Social media and bookmarking websites. Its not just individuals that are populating Facebook companies, brands, products and even bands are realizing that Facebook is an excellent way to gain exposure over a vast audience.Even people who have resisted joining Facebook in the past are quickly recognizing its potential to become and stay connected to other people and organizations. This has largely contributed to Facebooks rapid growth and shows no signs of slowing down.This means that there is astronomical potential to reach a vast audience in other parts of the world. Many of these Facebook users may not have similar products, brands or information widely available in their native countries.

As India reaches 100million Internet users, 3rd only after China's 300 million+ and USA's 210 million users, more and more focus will be on how to attract this audience. This is not only from a web locus, but also from pure marketing perspective. Imagine, if luxury brands like Gucci and Vero Moda can open exclusive show rooms in this country which offers them such a limited audience, how can marketers afford to evade a medium, which has now reached millions and growing at an ever-rapid pace?Social Media Marketing is relatively a new term in India as compared to digital marketing (this includes all the 100 million users I have mentioned above). Banner ads on our favourite website home page are not very uncommon. But when it comes to social media marketing, there's still some way to go before we ourselves understand its intricacies, the power it beholds and the risks itinherits. Its exactly like the human brain, we all know its capable of brilliant things and yet we fail to comprehend it in absolute terms, and if it falls in the wrong hands (not literally), can even plan to destroy the world!Key Benefits of using Social Media as marketing and a branding toolSocial media can spread out your brand presence far and quickly.Handle with care1. Its affordableYou dont need the large marketing budgets the big brands have asocial media marketercan help you get started with a social media presence. There are hundreds ofsocial media sites,choose the ones that matchyour audienceand your brand best. Social media is about developing personal relationships so even with professional helpthe main cost could easily be your time. You know how much your time costs so be efficient or it will end up costing you more than you think.2. Its viralWith the right content your blog posts have the potential to spread out your brand awareness quickly and far, butbe careful with what you put out. It can benefit you but it can also hurt your brand.3. Improves your brand reputationPutting out quality and focused content will help you establish your brand as an authority in your field. Make sure your content supports your brand position. Be consistent,provide value and avoid writing self-serving content, which can damage the brand reputation you are trying to build.4. Increases traffic to you website which generates more leads and new businessA social media presence that is well integrated and consistent will generate links and improve your search engine rankings. Prospects will find you before they find your competitors. To generate conversionmake sure your website and landing pages are optimizedand deliver what your prospects expect. Be aware that although traffic is great never do anything that generates traffic but can damage your brand. Brand is always first.5. Helps your brand establish a strong connection with your audienceThe interactive aspect of Social Media is personal by nature, so the relationships you create can be deeper and last longer than with any other media. To maintain those relationships make sureyour brand comes across authentic and transparent.6. Connects you with leaders in your fieldWith Social Media youll have the opportunity to interact and network with leaders in your field. Comment on their posts and tweets and participate in their social media conversations.Support them when they ask for supportand theyll support you when you need them.7. Builds credibilityWhat others say about you is key to your brand credibility and success. Use Social Media to create a positive perception about your brand. Your clients and prospects will believe what others say about your brand more than anything you can say about it yourself.Track constantly what others say about you in blogs, to make sure you can respond quickly to any potentially damaging comment.2.3 PURPOSE OF THE STUDYIn todays intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects. This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Delhi. As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. Today every firm is facing the situation of cut throat competition. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. These techniques are used in the marketing of product in the last stage which is called retailing. It is the stage from which the product directly goes in the hand of customer and today India is standing on the threshold of retail revolution and witnessing a great change in its retail landscape i.e. from unorganized retailing to organized retailing. Retail is growing with an annual rate of 40%. Its contribution towards GDP is 11% and towards employment is 8%. So after agriculture retailing is one of the biggest sources of employment in the country and is one of the largest industries in India. Although retail industry has existed in our country for centuries but it is only the recent past that it is witnessing such a tremendous growth.In Delhi Mobile Store has created its image in a very short period Mobile store is best outlet for Mobiles and its accessories. It is attracting the customers with its good services. Most of the customer satisfied by Mobile store services and facilities. In this study I have consider some factor like Price, Network Service, Brand Image and various Value Added Services that influence a consumer behavior toward IDEA Cellular Limited. Now my study purpose is to know the consumer behaviour regarding the purchase of the service provider by Idea cellular limited to see. Which factors influence their buying behaviour? How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketers objectives.

2.4 REASEARCH METHODOLOGYResearch is common parlance refers to a search for knowledge. In fact research is an act of scientific investigation The project was divided in to the following steps.

To decide objective of the study

To decide research design & application

To decide source of data collection

To decide from of data collection

To organize & collect data

To process & analyze report

To prepare the research report

1. To decide objective of the Study:- This step is also research problem. Problem definition is the most critical part of the research process. Research problem definition involves specifying the information needed by management. The main objectives of the study are: To find out the EFFECTIVENESS OF SOCIAL MEDIA MARKETING EFFORTS BY DOMINOS PIZZA INDIA.2. To decide research design & application:-Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected.3. To decide Source of dataIn the data collection method, we have collected both primary and secondary data to meet our objective. Primary Data Secondary DataPrimary data:- The primary data was collected by a survey based on the questionnairePrimary data is the original data collected specifically for the problem.Reason for selecting primary data:-In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem.Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioral data, and experiments.Research instruments:- Marketing researchers have a choice of two main research Instruments in collecting primary data: Questionnaires: - A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed-Ended. Qualitative measures: - Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover. The required information in the form of data is collected through survey method, with the help of personal interview through questionnaire method. Personal interview method is used for collection of primary data in the form of questionnaire from respondents. Once the source of data collection is decided then comes the instrument for data collection or the research instrument. In this survey method a questionnaire was framed.Secondary data:- Data potentially useful in solving a current problem but that were collected for a different purpose.The secondary data was collected from following sources:- Dominos Website Newspapers Books Internet

4. To decide from of data collection:-For this project survey method was selected which was carried through person interview because information from different customers was required.5. To organize & collect data:- Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information. From all the targeted customers. There can be two types of survey are possible. Sample Survey Census SurveyFor this project sample Survey was chosen SampleSample is the true representation of the population by studying of the sample we can predict the behavior of the population.Sample Size: 50 (in this case) The sample size means how many people should be surveyed. The total sample size is 50 in our research.Sample location: Rohini and Pitam PuraMethod of Sampling:-Sampling Procedures: Convenient and Judgmental samplingIn this project, the survey was done within the market that means probabilistic convenience and Judgmental Sampling was carried out.6. To process & analyze data:-After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach.

Techniques AppliedPie Chart: - A circle divided in to sections, such that each section represents the percentage of the total area of a circle associates with one variable.Analytical tools:We have used pie diagrams to analyze the data collected.Descriptive research: To portray the characteristics of an individual, group, situation.

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3.1 FINDINGS AND ANALYSIS3.1 Data Analysis & InterpretationQ1. Have respondents ever heard about social networking sites?

Interpretation: There were almost 92% of people who were well aware of social networking sites where as 8% of the respondents were not at all aware of the recent trends and social media and networking sites

Q2. Do respondents have an account on social networking sites?

Interpretation: From the above 92% aware respondents we found a positive response of 95%people who have a single or multiple accounts of various social networking sites

Q3. On which social networking site respondents have account?

Interpretation: In Respect to various social networking sites we found that 55% of the respondents have an account on facebook and 16% have their respective account on twitter . Whereas orkut caters 20% of the respondents from our survey and 4% are towards YouTube and 5% use other social networking sites

Q4.Why do respondents have any account on social networking site?

Interpretation: Mostly people operate the account with an objective of keeping in touch, promoting business as well as finding new business and meeting new people rest of them use social media to share pictures and be active.

Q5. How often do respondents access social networking sites??

Interpretation: We found that 41% of the social audience used the account multiple times a day where as 13% use it only once a day and 14%of people use it occasionally , 18% constitute to once a week , 12%towards once a month and the lowest is 2% that is people who never came back after creating the account.

Q6. Are respondents the member of Dominos fan page on any social networking site?

Interpretation: 72%of the respondents were active on dominos page as well as fans too and 28 % said no when asked that are you the member of dominos fan page on any social networking siteQ7. How often do respondents see dominos Ad Campaign on social networking sites you access?

Interpretation: Basically most of the respondents have seen the ad campaign online, where as 18% have an an idea what it is 6% see it on a regular basis and finally 2% have never seen it even once.Q8. Do respondents find the online dominos ad interesting?

Interpretation: From the data collected we found that 72% of the people are in favor of liking the ad campaign where as almost half of the agreeing people did not find the ad interestingQ9. Have you ever participated in any contest on Dominos fan page?

Interpretation: 55% of people participate and show there social presence where as 45% of the audience is not much active in respect of participating towards dominos fan pages.

Q10. Do respondents know about online ordering service of dominos?

Interpretation: 78% of the respondents knew that dominos had launched online ordering facility for the order online.Q11. Have respondents ever placed the order online?

Interpretation: 70% of the respondents said that they chose the items from the online menu and placed the order online. Rest 30% never ordered online.

Q12. Do the information respondents get about dominos on various social networking sites persuade you to order online?

Interpretation: All the three answers hold almost equivalent position because yes, no and cant say are almost equal in response nearly 35and 30% respectively

Q13. How would respondents rate the online ordering service of dominos?

Interpretation: 40% of those who placed the order online rated the service Excellent. They said that it was convenient and easy to place the order online. They very provided with online menu and step bt step procedure to place the order. 50% rated the online service as good as they were happy and satisfied. 10% rated the online service as average since they were little hesitant to place the order online and were new to it.No one fortunately had bad experience while placing online order at dominos.comQ14. Will respondents order dominos product online if given discounts through social networking sites?

Interpretation: 60% of the respondents said that they get attracted when they get discounts and schemes, so they will definitely place the order online if given discounts through social networking sites. On the other hand 5% said No and 35% said that they might place the order online if they get lucrative deals. Q15. What mode respondents prefer to place the order when you are at home?

Interpretation: Preference mode is via phone 50% where as 50% said they prefer to place the order via internet.3.2 FINDINGS AND ANALYSIS It has been found that Dominos Pizza India is making continuous efforts to make people aware about the dominos product through social networking sites. Dominos Pizza India engage people in contest through various social networking sites like Facebook, twitter etc. Social media part of the business just took off as people are connecting with the brand through the use of social network. People get attracted when they get discounts and schemes, these lucrative deals persuade them to place the order online through social networking sites Dominos has grown its technology side of the business (launched a website) and more customers than ever started ordering pizzas online. Most of the people are happy and satisfied with the online service provided by dominos for placing orders. The transparency and customer engagement factors were key in transforming the companys reputation.

4.1 LIMITATIONS OF THE STUDY Due to wide spread information of the data, the scope of project becomes very wide. The primary data might be biased. The matter has been collected through secondary sources also; hence, the errors might have crept in. Given the time constraints, all the information could not be gathered. Data being very vast, appropriate information could not be gathered to the point specific requirement needs.

5.1 SUGGESTION /RECOMMENDATIONS

Dominos can advertise on television about its online ordering service to reach the masses. Dominos can engage with its customers and ask them to post feedback on Twitter and Facebook. Online coupons should be tailored according to consumers ordering history. For first time users, tutorial should be there on website.

6.1 CONCLUSION We have found out that the majority of people use social networking sites and are well aware of dominos and have even visited the dominos web pages , social pages and fan pages and are familiar with the ad campaigns even but still are litle hesitant to order online. Gradually people are placing orders online still not majority of respondents are using internet as a medium to order. There is ample of awareness of the brand. Social media has become a vital part of Dominos communication strategyas they advertise and even launch new products through it.

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