A-Project-Report-on-Marketing-of-Dominoâ€™s

7/24/2019 A-Project-Report-on-Marketing-of-Dominos

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A PROJECT REPORT

ON

MARKETING

OF

DOMINOS PIZZA

Submitted in partial ulillment !r t"e de#ree !

PGDM

POST GRAD$ATE DIP%OMA IN MANAGEMENT

&'(()*'(++,

Submitted T!- Submitted ./-

Mrs. Mukta Keskar Jyoti Mishra PGDM (HR)

SIN0GAD INSTIT$TE OF MANAGEMENT

1ADGAON P$NE *2++(2+

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CERTIFICATE

T"i3 i3 4erti/in# t"at t"e pr!5e4t entitled 6MARKETING7 i3 a b!naide 8!r9 d!ne

under t"e #uidan4e ! MRS: M$KTA KESKAR b/ J;OTI MIS0RA in t"e partial

ulillment ! re


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ACKNO=%EDGEMENT

It i3 a #reat plea3ure and pri>ile#e !r me t! pre3ent rep!rt entitled 6MARKETING

ASPECT 6:

I 8!uld li9e t! e?pre33 m/ 3in4ere #ratitude t! Mr3: Mu9ta 9e39ar 8"! "a3 >er/ 9indl/

#uided me !r t"i3 pr!5e4t rep!rt:

I e?tend m/ #ratitude t!8ard3 m/ in3titute SIN0GAD INSTIT$TE OF

MANAGEMENT !r "elpin# me t! 3u44e33ull/ 4!mplete t"e pr!5e4t 8!r9:

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INTROD$CTION

INTRODUCTION

Fast food is one of the worlds largest growing food types. Indias fast food industry

is growing by 4!. The "ultinational seg"ent of Indian fast food industry is up to Rs

#.billion$ a figure whi%h is e&pe%ted to 'oo" "ore than Rs.( billion by #). In last

* years$ foreign in+est"ent in this se%tor stood Rs.(* "illion whi%h is about one,

fourth of the total in+est"ent "ade in this se%tor. -e%ause of the a+ailability of the

raw "aterial for fast food$ global %hains are flooding into the %ountry. The per%entage

share held by foodser+i%e of total %onsu"er e&penditure on food has in%reased +ery

low base to stand at #.*! in #). ating at ho"e re"ains +ery "u%h ingrained in

Indian %ulture and %hanges in eating habits are +ery slow "o+ing with barriers to

eating out entren%hed in %ertain se%tor of Indian so%iety. The growth is ne%ulear

fa"ilies$ parti%ularly in urban India$ e&posure to global "edia and western %uisine

and an in%reasing nu"ber of wo"en /oining wor0for%e ha+e had an i"pa%t on eating

out trends.

1a/or players in fast food are2

1%Donalds

3FC

i''a 5ut

Do"inos i''a

Caf6 %offee day

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-arista

7ubway

The "ain reason behind the su%%ess of "ultinational %hains is e&pertise in produ%t

de+elop"ent$ sour%ing pra%ti%es$ 8uality standard$ ser+i%e le+el and standardi'ed

operating pro%edures in their restaurant$ a strength that they ha+e de+elop o+er

years of e&perien%e around the world. The ho"e grown %hains ha+e in the past few

years of %o"petition with the 1NC s$ learnt a few things but there is still a lot of

s%ope for i"pro+e"ent.

REASONS FOR EMERGENCE

9ender Roles2

9ender roles are now %hanging. Fe"ales ha+e started wor0ing outside. 7o they

ha+e no ti"e for their ho"e and %oo0ing food. Fast food is an easy way out be%ause

%an be prepared easily.

Custo"er sophisti%ation and %onfiden%e2

Consu"ers are be%o"ing "ore sophisti%ated. They do not want to prepare food andspend their ti"e and energy in house hold wor0s. They are building their %onfiden%e

"ore on :ready to ser+e and easy to eat 0ind of foods.

au%ity of ti"e2

eople ha+e no ti"e for %oo0ing. -e%ause of e"ergen%e of wor0ing wo"en and also

nu"ber of other entertain"ent ite"s. 1ost of the ti"e people either wor0 or want to en/oy

their fa"ily.

Double in%o"e group2

"ergen%e of double in%o"e group leads to in%rease in disposable in%o"e. Now

people h+e "ore disposable in%o"e so they %an spend easily in fast food and other

a%ti+ities.

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;arge population2

India being the se%ond largest %ountry in ter"s of population possesses large

potential "ar0et for all the produ%ts


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apa ?ohns

U 7 i''a

These players "ainly gi+e %o"petition to pi''a hut and do"inos in tier I %ities li0e

1u"bai$ -angalore$ Chennai$ et%. do not ha+e "u%h presen%e in tier II %ities.

MAJOR FORCES SHAPING THE TRAJECTORY OF THE

INDUSTRY

INDUSTRY COMPETITION

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In tier I %ity li0e 1u"bai$ pi''a hut and do"inos are fa%ing a stiff %o"petition fro"

these pro+iders @with respe%t to branded pi''aA

i''a Corner

7"o0in ?oes

U 7 i''a

9ra%ias

In tier II %ities$ do"inos and pi''a hut are still the "a/or players.

THREAT OF NEW ENTRANTS

Bith the e%ono"i% refor"s the liberali'ation$ "any new entrants also want the

re+enue of the # billion India fast food industry.

There are "any new entrants in the branded pi''a industry so"e of the" are2

apa ?ohns i''a

U 7 i''a

They ha+e %aptured a lot of %usto"ers with their new style and dis%ount offer. 1u%h

young %rowd flo%0 their restaurants and their taste buds are getting "odified. Now

the new entrants are also li0ely to enter the tier ii %ities and "a0e their presen%e.

Thus pi''a hut and do"inos ha+e a rethin0 their strategies so as to retain their

%usto"ers. They ha+e to %onstantly differentiate their ser+i%es fro" the new

entrants.


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SUBSTITUTES

There are lots of substitutes whi%h are a+ailable to %hoose with respe%t to the fast

food industry so"e of the" are2

ny restaurant

1%Donalds

-arista

Caf6 %offee day

Chinese restaurant @1ainland ChinaA

;argely it depends upon the %usto"er what they want to ha+e. 9enerally it is

assu"ed that when people dine outside$ they thin0 of ha+ing pi''a at least #>! of

ti"e. Thus if the brand re%all a parti%ular %o"pany is good$ "ore people will tend to

go there. 5igher the 8uality of food$ ser+i%e$ higher will be produ%t re%all and sales.

BUYERS BARGAINING POWER

i''a hut and do"inos ha+e higher "ar0et rea%h and greater +isibility in the "ar0et

with respe%t to the pi''a industry and hen%e they %o""and supplies at lower rate.

5owe+er their %ounterparts$ %o"petitors %annot %o""and su%h lower pri%es. Thus

the "us%le power of pi''a hut and do"inos is way beyond the others.

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7uppliers 9rowing -argaining ower

7upplies till now were not a proble". -ut with the ad+ent of the rising food %osts

@raw "aterial inflationA. 7uppliers are not ready to supply ite" at the nor"al rate.

Thus suppliers "us%le power grew only due to inflation. Thus the %o"pany either

has to in%rease the "enu%osts or redu%e the operational %osts to re%o+er. Failing to

do this will "a0e the %o"pany into losses or to lose out in the industry.

TRENDS IN THE INDIAN MARKET

1ar0eting To Children

Fast food outlets in India target %hildren as their "a/or %usto"ers. They introdu%e

+arieties of things that they will attra%t the %hildren attention and targeting %hildren

they auto"ati%ally target their parents be%ause %hildren are always a%%o"panied by

their parents.

;ow ;e+el Custo"er Co""it"ent

-e%ause of the large nu"ber of food retail outlets and also be%ause of the tenden%y

of the %usto"er to swit%h fro" one produ%t to another$ this industry fa%es low le+el

%usto"er %o""it"ent.

ttra%ting Different 7eg"ents of the 1ar0et

Fast food outlets are introdu%ing +arieties of produ%t in order to %ater the de"and of

ea%h and e+ery seg"ent of the "ar0et. They are introdu%ing all %ategories of

produ%t so that people of all ages$ se&$ %lass$ In%o"e group et% %an %o"e and

be%o"e a %usto"er of their line.

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The su%%ess of fast foods arose fro" the %hanges in the e%ono"i% %onditions

). 1any wo"en or both parents now wor0.

#. There are in%reased nu"bers of single,parent households.

(. ;ong distan%es to s%hool and wor0 are %o""on.

4. Theres often not enough ti"e or opportunity to shop %arefully for gro%eries$

or to %oo0 and eat with ones fa"ily. spe%ially on wee0days$ fast food

outside the ho"e is only solution.

Brief histr! f the "#$%&!' I&(i%& $er%ti&s )DOMINOS*

The do"ino:s brand was found in the United 7tates of "eri%a in )=* by Tho"as

and ?a"es 1onaghan. 7in%e then$ that business has grown into a global networ0

o+er $> pi''a stores in "ore than * %ountries$ in+ol+ing o+er #$ fran%hises.

O+er its 4=,year history$ do"inos has de+eloped a si"ple business "odel fo%used

on deli+ery 8uality pi''as in a ti"ely "anner. Do"inos pi''a$ in%.$ %o"pleted itsinitial publi% offering in #4 and is listed on the New Eor0 sto%0 e&%hange.

Do"inos pi''a India ltd. Bas in%orporated in 1ar%h )==>as the "aster fran%hisee

for India and Nepal$ of do"inos pi''a international in%.$ of U.7.. 1oreo+er$ the

%o"pany holds the "aster fran%hisee rights for 7ri ;an0a and -angladesh through

its wholly owned subsidiary. 1r.7hya" .7.-hatia and 1r.5ari.7.-hatia of the /ubilant

organosys group are the pro"oters of the %o"pany.

Do"inos pi''a India has a networ0 of #4 stores$ in >> %ities$ in # states and union

territories @as on ()stugust #=A. %%ording to India retail report #=$ do"inos

are the largest pi''a %hain between #*,# and#,#= in ter"s of nu"ber of

stores.

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Do"inos +ision is fo%used on Ge&%eptional people on a "ission to be the best pi''a

deli+ery %o"pany in the worldH. Do"inos %o""itted to bringing fun$ happiness and

%on+enien%e to the li+es of our %onsu"ers by deli+ering deli%ious pi''as to their door

step in ( "inutes or less$ and its effort are ai"ed to fulfilling the %o""it"ent

towards its large and e+er,growing %usto"er base.

Do"inos pi''a %onstantly stri+es to de+elop produ%ts that suit the tastes of its

%onsu"er and hen%e delighting the". Do"inos strongly belie+e in the strategy of

:thin0 global and a%t lo%al. Thus$ ti"e and again do"inos pi''a has been inno+ating

with deli%ious new produ%ts su%h as %rusts$ toppings and fla+ors suitable to the taste

buds of Indian %usto"ers. Further$ pro+iding +alue for "oney at affordable produ%ts

to the %onsu"er has been do"inos "otto. Initiati+es su%h as fun "eal and pi''a

"ania ha+e been e&tre"ely popular with %onsu"ers.

The brand positioning of 0hushiyon 0i ho"e deli+ery @happiness ho"e deli+eredA is

the e"otional benefit do"inos offer to %onsu"ers.

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COMPAN; PROFI%E

DOMINOS PIZZA

Do"i#o$s Pi%%a is a# i#ter#atio#a& 'ast 'oo i%%a e&i*ery +ororatio#. ,t -as 'ou#e

y /o" Mo#a0ha#. /here are +urre#t&y aout 85!! +ororate a# 'ra#+hise stores i# 55

+ou#tries i#+&ui#0 a&& 5! states. ,t -as the se+o#&ar0est i%%a +hai# ehi# Pi%%a

Hut i# the #ite tates. ,# 167 the 'irst Do"i#o$s Pi%%a 'ra#+hise store oe#e i#

si&a#ti. Do"i#os +o#ti#ue to 0ro- a# i# 178 oe#e its 2!!th store.

# May 13 183 Do"i#o$s oe#e its 'irst i#ter#atio#a& store i# i##ie0 9a#aa. /hat

sa"e year Do"i#o$s oe#e its 1!!!th store o*era&& a# y 15 Do"i#o$s ha 1!!!

i#ter#atio#a& &o+atio#s. ,# 18 a'ter 38 years o' o-#ershi Do"i#o$s Pi%%a 'ou#er /o"

Mo#a0ha# a##ou#+e his retire"e#t a# so& 3 er+e#t o' the +o"a#y to :ai# 9aita& ,#+.

'or aout ;1 i&&io# a# +ease ei#0 i#*o&*e i# aytoay oeratio#s o' the +o"a#y. i4e HReso#si&e 'or "a#u'a+turi#0 Do"i#os ha&&"ark 'resh ou0h at our +o"a#yo-#e

'a+i&ities a# 'or sour+i#0 the 'i#e 'resh i#0reie#ts use i# stores oo er*i+e is a*ery

i"orta#t eart"e#t -ith reso#sii&ity 'or "aki#0 sure i#0reie#ts "eet stri+t'oo sa'ety

+riteria.

T"i3 department al3! 3!ur4e3 in>ent3 and!r manua4ture3 all ! t"ee


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/o a+hie*e 'urther 0ro-th throu0h the +o#ti#ue i"&e"e#tatio# o' usi#ess strate0y -hi+h

i#+&ues the 'o&&o-i#0 key e&e"e#tsB

C!ntinue t! e?e4ute !n !ur mi33i!n 3tatement:

,ts "issio# state"e#t is=>+etio#a& 'ra#+hisees a# tea" "e"ers o# a "issio# to e the

est i%%a e&i*ery +o"a#y i# the -or&. it i"&e"e#t this "issio# state"e#t y 'o&&o-i#0

a usi#ess strate0y that

L Puts 'ra#+hisees a# 9o"a#yo-#e stores at the 'ou#atio# a&& thi#ki#0 a# e+isio#s

L ="hasi%es ai&ity to se&e+t e*e&o a# retai# e>+etio#a& tea" "e"ers a# 'ra#+hisees

L Pro*ies a stro#0 i#'rastru+ture to suort stores

L :ui&s e>+e&&e#t store oeratio#s to +reate &oya& +usto"ers.

Gr!8 leadin# p!3iti!n in an attra4ti>e indu3tr/:.. i%%a e&i*ery a# +arryout are the &ar0est +o"o#e#ts o' the .. R i%%a +ate0ory.

/hey are

a&so hi0h&y 'ra0"e#te. Pi%%a e&i*ery throu0h -hi+h a "aNority o' our retai& sa&es are

0e#erate ha sa&es o' ;1!. i&&io# i# the t-e&*e "o#ths e#e

Ao*e"er 2!!8.


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,# 2!!7 a# 2!!8 ea+h o"esti+ stores +o#triute 4O o' their retai& sa&es to a*ertisi#0

'u# 'or #atio#a& a*ertisi#0 i# aitio# to +o#triutio#s 'or "arket&e*e& a*ertisi#0.

,#te# to &e*era0e stro#0 ra# y +o#ti#ui#0 to i#trou+e i##o*ati*e +o#su"erteste a#

ro'ita&e #e- rou+t *arieties (su+h as Do"i#os :rook&y#

ty&e Pi%%a a# Do"i#os *e# :ake a#-i+hes) +o"&e"e#tary sie ite"s.

L E?pand and !ptimie d!me3ti4 3t!re ba3e: P&a# to +o#ti#ue e>a#i#0 ase o'

o"esti+ stores to take a*a#ta0e o' the attra+ti*e 0ro-th oortu#ities i# .. i%%a

e&i*ery. /hey e&ie*e that s+a&e a&&o-s to e>a# store ase -ith &i"ite "arketi#0

istriutio# a# other i#+re"e#ta& i#'rastru+ture +osts. +&usi*e&y throu0h "aster

'ra#+hise "oe& as e*ie#+e y their 3726 i#ter#atio#a& stores i# "ore tha# 6! +ou#tries.

/hey ha*e si0#i'i+a#t &o#0ter" 0ro-th oortu#ities i# i#ter#atio#a& "arkets -here they

ha*e esta&ishe a &eai#0 rese#+e. ,# their +urre#t to te# i#ter#atio#a& "arkets e&ie*e

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that store ase i# tota& 'or these te# "arkets is aro>i"ate&y ha&' o' the tota& &o#0ter"

ote#tia& store ase i# those "arkets. tore&e*e& e+o#o"i+s o' usi#ess "oe& the 0ro-i#0

i#ter#atio#a& e"a# 'or e&i*ere i%%a a# the stro#0 0&oa& re+o0#itio# o' the Do"i#os

Pi%%a ra#. ,#ter#atio#a& stores ha*e rou+e ositi*e Fuarter&y sa"e store sa&es 0ro-th 'or

6! +o#se+uti*e Fuarters.

Se#ment !>er>ie8

,t oerates i# three usi#ess se0"e#tsB

L D!me3ti4 3t!re3:

Do"esti+ stores se0"e#t +o#sists o' o"esti+ 'ra#+hise oeratio#s -hi+h o*ersee #et-ork

o' 4558 'ra#+hise stores &o+ate i# the +o#ti0uous #ite tates a# o"esti+ 9o"a#y

o-#e store oeratio#s -hi+h oerate #et-ork o' 48 9o"a#yo-#e stores &o+ate i#

#ite tates

L D!me3ti4 3uppl/ 4"ain:

Do"esti+ su&y +hai# se0"e#t oerates 17 re0io#a& ou0h "a#u'a+turi#0 a# 'oo su&y

+hai# +e#ters o#e su&y +hai# +e#ter ro*ii#0 eFui"e#t a# su&ies to +ertai# o'

o"esti+ a# i#ter#atio#a& stores a# o#e *e0eta&e ro+essi#0 su&y +hai# +e#ter.

L Internati!nal:

,#ter#atio#a& se0"e#t o*ersees #et-ork o' 3726 i#ter#atio#a& 'ra#+hise stores i# "ore tha#

6! +ou#tries. ,#ter#atio#a& se0"e#t a&so istriutes 'oo to a &i"ite #u"er o' "arkets 'ro"

si> ou0h "a#u'a+turi#0 a# su&y +hai# +e#ters i#


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Mar9etin# !perati!n3

Do"esti+ stores +o#triute et-ee# 4O to 5O o' their retai& sa&es to 'u# #atio#a& "arketi#0

a# a*ertisi#0 +a"ai0#s a*ertisi#0 ro0ra"s. ,t a&so +o#triute to "arket&e*e& "eia

+a"ai0#s. /hese #atio#a& a# "arket&e*e& 'u#s are a"i#istere y Do"i#os Aatio#a&


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Do"i#os. a# +urre#t "arketi#0 +a"ai0# -ith the s&o0a# ou Got 3! Mi#utes. *er

the ast 'i*e years it esti"ates that o"esti+ stores ha*e i#*este aro>i"ate&y ;1.4 i&&io#

o# #atio#a& &o+a& a# +ooerati*e a*ertisi#0.

T"ird*part/ 3upplier3

/he a+ti*e re&atio#shis o' 15 years or "ore -ith "ore tha# ha&' o' "aNor su&iers.

u&iers are reFuire to "eet stri+t Fua&ity sta#ars to e#sure 'oo sa'ety. /hey re*ie- a#

e*a&uate su&iers Fua&ity assura#+e ro0ra"s throu0h a"o#0 other a+tio#s o#site *isits

thir arty auits

a# rou+t e*a&uatio#s to e#sure +o"&ia#+e -ith sta#ars. /hey e&ie*e that the &e#0th

a# Fua&ity o' re&atio#shis -ith su&iers ro*ies the" -ith riority ser*i+e a# Fua&ity

rou+ts at +o"etiti*e ri+es.

/hey +urre#t&y ur+hase i%%a +heese 'ro" a si#0&e su&ier.

,# 2!!7 the 9o"a#y e#tere i#to a #e- arra#0e"e#t -ith this su&ier. #er this

arra#0e"e#t the su&ier a0ree to ro*ie a# u#i#terrute su&y o' +heese a# the

9o"a#y a0ree to a 'i*e year ri+i#0 erio uri#0 -hi+h it a0ree to ur+hase a&& o' its

ri"ary i%%a +heese 'or the 9o"a#ys #ite tates stores 'ro" this su&ier or

a&ter#ati*e&y ay to the su&ier a# a"ou#t re'&e+ti#0 a#y e#e'it re*ious&y re+ei*e y the

9o"a#y u#er the #e- ri+i#0 ter"s.

Trademar93

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,t has "a#y re0istere trae"arks a# ser*i+e "arks a# e&ie*e that the Do"i#os "ark a#

Do"i#os Pi%%a #a"es a# &o0os ha*e si0#i'i+a#t *a&ue a# are i"orta#t to usi#ess. ,ts

o&i+y is to ursue re0istratio# o' trae"arks a# to *i0orous&y oose the i#'ri#0e"e#t o'

a#y o' its trae"arks.It li4en3e t"e u3e ! re#i3tered mar93 t! ran4"i3ee3 t"r!u#"

ran4"i3e a#reement3:

Ri39 Fa4t!r3

Risks re&ati#0 to usi#ess a# i#ustry

1. /he i%%a +ate0ory is hi0h&y +o"etiti*e a# su+h +o"etitio# +ou& a*erse&y a''e+t

oerati#0 resu&ts.

2. ,' it 'ai& to su++ess'u&&y i"&e"e#t 0ro-th strate0y -hi+h i#+&ues oe#i#0 #e- o"esti+

a# i#ter#atio#a& stores the# ai&ity to i#+rease re*e#ues a# oerati#0 ro'its +ou& e

a*erse&y a''e+te.

3. /he 'oo ser*i+e "arket is a''e+te y +o#su"er re'ere#+es a# er+etio#s. 9ha#0es i#

these re'ere#+es a# er+etio#s "ay &esse# the e"a# 'or rou+ts -hi+h -ou& reu+e

sa&es a# har" usi#ess.

4. ,#+reases i# 'oo &aor a# other +osts +ou& a*erse&y a''e+t ro'itai&ity a# oerati#0

resu&ts.

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5. Aot ha*i#0 &o#0ter" +o#tra+ts -ith +ertai# su&iers a# as a resu&t they +ou& seek to

si0#i'i+a#t&y i#+rease ri+es or 'ai& to e&i*er.

6. horta0es or i#terrutio#s i# the su&y or e&i*ery o' 'resh 'oo rou+ts +ou& a*erse&y

a''e+t oerati#0 resu&ts.

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ith si0#i +a#t 'o+us o# the te+h#o&o0y sie o' the Do"i#os usi#ess ha*e see# so"e

i"ressi*e resu&ts o*er the ast 12 "o#ths.. ith a ataase rea+hi#0 i#to the hu#res o' thousa#s -eek&y =&e+tro#i+

Dire+t Mai& (=DM) ie+es ha*e 0i*e# us the oortu#ity to tar0et o''ers to a stores &o+a&

area resu&ti#0 i# 0reater &oya&ty. /he 0ro-th i# our e9&u ataase has a&so e#a&e

Do"i#os to ri*e the +reati*e &ook a# 'ee& o' =DMs i#+&ui#0 erso#a&ise 9= &etters a#

the"e ie+es arou# #e- "e#u ite"s a# si0#i +a#t +a&e#ar e*e#ts.

ON%INE AD1ERTISING

Greater i#te0ratio# a+ross a&& "eia +ha##e&s 'or the #e- "e#u &au#+h i# eruary 2!!

he&e i#+rease Do"i#os rese#+e i# o#&i#e a*ertisi#0 -hi+h resu&te i# 0reat ro &i#0

oortu#ities 'or o#&i#e oreri#0 +aai&ities.


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su++ess'u& 9ho+ Qa*a 9ake a##er i#+&ues a +&i+k throu0h 'u#+tio# e#a&i#0 +usto"ers to

&a+e a# orer i""eiate&y a'ter seei#0 a# o#&i#e a##er.

=E.SITE CREATI1E S$CCESS

/he Do"i#os -esites i#


30/46

Nati!nal 0!tline

,# 2!!4 Do"i#os &au#+he a Aatio#a& Hot&i#e e#a&i#0 +usto"ers to orer i%%a 'ro" their

#earest store -ithout ha*i#0 to re"e"er i#i*iua& store #u"ers.

:y ia&&i#0 ( +' +' +' +''ro" a &a#&i#e or a re*ious&y re0istere "oi&e +usto"ers are

+o##e+te to their #earest store. ,' their #u"er is #ot re0istere Do"i#os Pi%%a te+h#o&o0y

-i&& tria#0u&ate the +usto"ers +oori#ates a# ask -hether they -ou& &ike to orer 'ro"

their #earest store or reFuest the ost +oe 'or the store they -ou& &ike the e&i*ery "ae to.

CAR.ON FOOTPRINT MEAS$REMENT AND MANAGEMENT

Do"i#os is e*e&oi#0 a syste"ati+ aroa+h 'or the "easure"e#t o' its +aro# 'ootri#t i#


31/46

#o#ethe&ess eter"i#e to "eet those +ha&&e#0es e+ause as a reso#si&e +ororate +iti%e# it

is the ri0ht thi#0 to reu+e its i"a+t o# the e#*iro#"e#t. Do"i#os rea&ise that to e*e&o

a *eria&e aroa+h 'or the "easure"e#t o' its +aro# 'ootri#t it -ou& #ee e>ert

assista#+e. o&&o-i#0 a re*ie- ro+ess Do"i#os se&e+te 9aro#yste"s


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( Minute Guarantee-

er/ .u3ine33

/hrou0hout the history i# aitio# to io#eeri#0 the +o#+et o' e''i+ie#t e&i*ery o' "aetoorer

i%%as they ha*e ee# art o' i##o*atio#s that ha*e "ae si0#i'i+a#t i"a+t o# the i%%a a# e&i*ery

i#ustries. Heres a &ook at so"e o' the i##o*ati*e thi#ki#0B

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D!min!3 0eat=a>e0!t .a#

Do"i#o$s Heata*e hot a0s -ere i#trou+e i# 18. =a+h hot a0 +o#tai#s a

ate#te heati#0 "e+ha#is" -ar"e *ia e&e+tro"a0#eti+ e#er0y. /his te+h#o&o0y

kees the i%%a o*e#hot uri#0 a #or"a& e&i*ery. /he outer "ateria& o' the a0 is

"ae -ith -aterree&&e#t #y&o# rather tha# the *i#y& "ateria& re*ious&y use. ,#sie

the a0 is 3M /hi#su&ate i#su&atio# -hi+h e&i"i#ates u#-a#te "oisture keei#0 the

i%%as oth hot a# +ris.

A better b!?

Do"i#o$s -as the i##o*ator ehi# the stury +orru0ate i%%a o> -hi+h kees

"oisture 'ro" -eake#i#0 the o> -hi&e re*e#ti#0 +heese 'ro" sti+ki#0 to the to

uri#0 e&i*ery.

Car*t!p 3i#n * in *D

/oay it$s har to "iss i%%a e&i*ery +ars tha#ks to Do"i#o$s Pi%%a. Pi%%a a# sie

orer o>es a++ou#t 'or "ost o' the a+ka0i#0 use y Do"i#os Pi%%a

Pa49a#in#

Pi%%a a# sie orer o>es a++ou#t 'or "ost o' the a+ka0i#0 use y Do"i#os Pi%%a

a&thou0h so"e s"a&& ite"s su+h as is a# esserts are a+ka0e i# other "ateria&s. /his

'a+t sheet 'o+uses o# Do"i#os Pi%%a o> a+ka0i#0

De3i#n

Nearl/ milli!n pia b!?e3 are u3ed b/ D!min!3 Pia in a /ear ea+h o#e eari#0 the

u#iFue Do"i#os re &ue a# -hite &o0o. /he "ost i"orta#t esi0# e&e"e#ts are those that

he& kee the i%%a o*e#hot a# 'resh. < &ayer o' +orru0ate aer e#+asu&ate y oar

'or"s the "ai# oy o' the o> a+ka0i#0 a# ro*ies i#su&atio#. =a+h o> is a&so

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u#+tuate -ith s"a&& *e#ti&atio# ho&es to a&&o- stea" to es+ae re*e#ti#0 the i%%a 'ro"

e+o"i#0 so00y .

Re4/4lin# @ T"e En>ir!nment

Mi#i"u" o' 8!O o' the +orru0ate oar use 'or Do"i#os Pi%%as o> a+ka0i#0 is "ae

'ro" re+y+&e aer. /he re"ai#i#0 2!O is "ae 'ro" *ir0i# u& to i#+rease the oars

stre#0th a# this is se+ia&&y sour+e 'ro" sustai#a&e 'orests. Do"i#os Pi%%a o> a+ka0i#0

is +o"&ete&y re+y+&a&e. /here are "a#y re+y+&i#0 oi#ts to e'ou# &o+a&&y a# Do"i#os

e#+oura0es +usto"ers to take use o> a+ka0i#0 to these oi#ts'or re+y+&i#0.

a+ka0i#0 is a++reite as ei#0 S'oo'rie#&y

y the oo a# Dru0 es. All D!min!3 Pia

b!?e3 are manua4tured t! .riti3" 3tandard3 .S(ISO)((( 4ertii4ate n!- (+2

and 4!mpl/ 8it" all rele>ant E$ le#i3lati!n:

2 P3 ! Mar9etin#-

Marketi#0 i#+&ues the &a##i#0 a# the i"&e"e#tatio# o' the "arketi#0 "i>. /he

"arketi#0 "i> -hi+h is a&so +a&&e the 4 Ps o' "arketi#0 rerese#ts a&"ost a&& the stes that

are i#*o&*e i# the "arketi#0 ro+ess. 4 Ps o' "arketi#0 rerese#t rou+t ri+e &a+e a#

ro"otio#.

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35/46

Pr!du4t-

/he *ery ra# #a"e Do"i#os as *a&ue to the rou+ts a*ai&a&e i# the store. /he

Fua&ity a# the hy0ie#e o' the i%%as a# the other ao#s are take# +are o' y the +o"a#y

or the 'ra#+hisees y -ay o' trai#i#0 to the e"&oyees. Do"i#os a&so takes rie o# the

i##o*atio# o' "a#y #e- rou+ts a# ieas. o"e o' these are as 'o&&o-s

Double Decadence:

Do"i#os &au#+he the 'irst Dou&e De+ker i%%a i# the K. Do"i#os Dou&e

De+ae#+e is +reate -he# t-o thi# a# +risy ou0h ases are sa#-i+he to0ether -ith a

&ayer o' +rea"y +heese a# her sau+e. /he i%%a is the# toe -ith *i#e rie#e to"ato

sau+e "o%%are&&a +heese a# the +usto"ers +hoi+e o' toi#0s.

Virtual Store:

/o "ake take ho"e i%%a oreri#0 "ore +o#*e#ie#t 'or the +usto"ers Do"i#os has

esi0#e a# o#&i#e ser*i+e -hi+h 'eatures the +usto"ers 'a*orites a# a&so the +usto"ers +a#

orer 'or i%%as y te>t "essa0e *ia "oi&e ho#es a# orers +a# e &a+e o#&i#e. he#

the orer o#&i#e otio# is se&e+te the +usto"er is take# to the orer 'or".


36/46

Do"i#os Heat -a*e hot a0 -as i#trou+e i# the year 18. /he Hot a0s +o#tai# a

heati#0 "e+ha#is" that is -ar"e y usi#0 e&e+tro"a0#eti+ e#er0y. /his te+h#o&o0y kees

the i%%a o*e#hot uri#0 the e&i*ery.

Pri4e-

Do"i#os 'o&&o-s a ri+i#0 o&i+y that is eter"i#e ase o# the e+o#o"y o' the

+ou#try. /he ri+i#0 o&i+y o' Do"i#os 0i*es a +o"etiti*e a*a#ta0e to the +o"a#y o*er

its +o"etitors. /he ri+e is+ou#ts a*ai&a&e to the +usto"ers are use as a too& to attra+t

+usto"ers i#to the store. Do"i#os a&so 'o&&o-s seaso#a& ri+i#0 i# orer to attra+t +usto"ers

a# to kee a# e0e o*er its +o"etitors. /he +o"a#y a&so has se+ia& is+ou#ts o# u&k

ur+hases.

Pla4e &Di3tributi!n De4i3i!n3,-

Do"i#os Pi%%a stores are esta&ishe i# a&"ost 5! +ou#tries a# they ha*e 0ot "ore

tha# 8!!! stores -or&-ie. /he Do"i#os stores are +e#tra&&y &o+ate a# i# a "a##er

+o#*e#ie#t 'or the eo&e to -a&k i# a# a&so +o#*e#ie#t 'or the e&i*erers to o their No.

/he istriutio# +ha##e& 'o&&o-e y the +o"a#y is "ost&y throu0h takea-ays te&eho#e

oreri#0 M a# o#&i#e oreri#0. /he i%%as are e&i*ere y -ay o' s+ooters at their oor

ste. ,# orer to "ai#tai# the Fua&ity o' the i%%as they are +arrie i# a heat -a*e a0 so that

they +a# e&i*er hot a# tasty i%%as to their +usto"ers.

Pr!m!ti!n-

Pi%%a orer is+ou#tB Do"i#os o''ers its +usto"ers a #u"er o' is+ou#t a# other

ro"otio#s o# ur+hasi#0 Do"i#os i%%a.

36


37/46

< +usto"er -a&ke out o' a &oria Do"i#os store -ith a ;1!!!! +heFue 'or ha*i#0

ou0ht the Gotha" 9ity Pi%%a a# the ro"otio# -as +a&&e /he Dark K#i0ht Dea&.

/he Dark K#i0ht Dea& a&so a&&o-s the +usto"ers to -i# Vo> 36! a# other 0a"i#0

+o#so&es.

Do"i#os i%%a has i#trou+e a #e- *a&ue "ea& +a&&e the 444 ea&. /his 444 *a&ue

ea& +o#tai#s three te#i#+h i%%as -ith o#e toi#0 'or ;4 ea+h -ith a "i#i"u" #u"er o'

three orers.

Do"i#os a&so a&&o-s its +usto"ers to &ay 0a"es y the ti"e their 'oo arri*es. /here

are a+tua&&y t-o 0a"es U asterois a# s&ie u%%&e to &ay.

D!min!3 Pia S=OT Anal/3i3-

Stren#t"

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L Qeai#0 i%%a e&i*ery +o"a#y i# the -ith "ore tha# 5!!! stores i# the

L G&oa& 'ra#+hise oeratio#s "ore tha# 35!! i# o*er 5! +ou#tries

L tro#0 ra# eFuity suorte y hea*y a*ertisi#0 T "arketi#0 +a"ai0#s

L u&y +hai# T istriutio# #et-ork

=ea9ne33e3

L &o- 0ro-i#0 a# e+&i#i#0 sa"estore sa&es

L eake#i#0 otto" &i#e

Opp!rtunitie3

L Gro-i#0 rese#+e i# e"er0i#0 "arkets arti+u&ar&y i# ,#ia 9hi#a

L Qe*era0e su&y +hai# T istriutio# syste" to i#trou+e #e- rou+ts

T"reat3

L 9ha#0i#0 +o#su"er haits to-ars hea&thier 'oo +hoi+es

L ra#+hise oeratio#s a''e+te y +urre#+y e>+ha#0e '&u+tuatio#s

L ,#te#si*e +o"etitio# 'ro" a 'ra0"e#te #u"er o' s"a&& +o"etitors

Idea 34reenin#-

1) Re+o*er 'ro" the #e0ati*e er+etio#

2) :ui& +reii&ity y 'o&&o-i#0 u a ro"ise -ith +o#+rete a+tio#

3) Get a hot +heesy ro"otio#a& s&i+e o' ear#e "eia 'or ei#0 the 'irst "aNor 'ast 'oo

+hai# to aot this sa'ety "easure.

Se#mentati!n

Dem!#rap"i4 3e#mentati!nU

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,# e"o0rahi+ se0"e#tatio# -e i*ie the "arket i#to 0rous o# the asis o' *aria&es

su+h as a0e 0e#er et+ these e"o0rahi+ *aria&es are so ou&ar -ith "arketers so that

they are o'te# asso+iate -ith the +o#su"ers #ees a# -a#ts.

Here are the e"o0rahi+ *aria&es ha*e ee# use to se0"e#t "arkets.

A#e-:e&o- 15 years !O

15 2! years 2!O

21 3! years U 4!O

31 4! years 25O


40/46

=>e+uti*es.

Et"ni4it/ Hor this reaso# they +o"e "oi'ie their "e#u a# they ae #e- ishes &ikepepp/

paneer and pia3 are a>ailable in 3ie3 3mall medium and lar#e:

Ge!#rap"i4 3e#mentati!n

Geo0rahi+ se0"e#tatio# is asi+a&&y usi#0 the satia& &o+atio# to se0"e#t the "arket.,#

Geo0rahi+ se0"e#tatio# +a&&s 'or the i'' 0eo0rahi+a& u#its su+h as states re0io#s +ities

a# the south


41/46

,t is the s+ie#+e usi#0 sy+ho&o0y to etter u#ersta# the +o#su"ers a# they are tryi#0 to

sui -ith &o+a& 'oo a# they a&& reay +reate the ra# #a"e i# +o#su"ers "i# y

a*ertise"e#t a# ser*i+e i.e. 3! "i# e&i*ery. D!min!3 in '(( ta9e3 t"e Ar3"ad =ar3i

&4ir4uit, a3 t"eir brand amba33ad!r:

,# Psy+ho0rahi+ se0"e#tatio# uyers are i*ie i#to &i'esty&e erso#a&ity or *a&ues.

%ie3t/leH :usi#ess +&ass outoor orie#te:

Per3!nalit/H


42/46

/he Do"i#os Pi%%a 'ra#+hise +o#sta#t&y kees o# i#*e#ti#0 -ays throu0h -hi+h it +a#

"ake a 0reater i"a+t o# the 'ast 'oo "arket. /hat is ho- the 'ast 'oo 'ra#+hise +a"e u

-ith $u# Mea& 'or our$ o''er. /hrou0h this "etho the i%%a 'ra#+hise is a&e to

rou+e "ore *ariety i# the 'oo e&i*ere to its +usto"ers at their oor stes. /hrou0h its

$u# Mea& 'or 4 a+k the Do"i#os Pi%%a ,#ia o''ers 'our i%%as at the rate o' Rs 18!.

/his "ea#s +har0e o' o#e i%%a -i&& e Nust Rs 45. /his has he&e the se+ia&ity 'oo

'ra#+hise to e#ha#+e the stre#0th o' its +usto"er ase. et a#other strate0y e"&oye y

the 'ast 'oo 'ra#+hise to srea their "arket is to ortray their a*ertise"e#ts i# a#

o&'ashio#e a+k0rou#. /his Fuasie#*iro#"e#t is sure to "ake a ositi*e i"a+t o# the

se"iura# +ro- -ho are #ot "u+h 'a"i&iar -ith the ra#.

/he se+ia&ity 'oo 'ra#+hise has set aart Rs 5! +rore 'or its ro"otio#a& a+ti*ities i# 2!!7

!8. /he 'ast 'oo 'ra#+hise is -i&&i#0 to -ork harer i# orer to i"ro*e its 0ro-th

rate i# ,#ia# "arket. /he se+ia&ity 'oo 'ra#+hise e>e+ts to i#+rease its i%%a

e&i*ery at a rate o' 45 er +e#t y the e# o' the +o"i#0 'i#a#+ia& year.

C!mpetit!r

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M4D!nald3

=end/3

Papa J!"n3

Internati!nal and Cali!rnia Pia Kit4"en

=0AT MAKES DOMINOS PIZZA .ETTER T0AN IT

COMPETITORS

L @arity o' Pi%%as

L Goo a"ie#+e

L er*i+es o''ere

L ua&ity o' i%%as

L Qo+atio# o' the ut&et

L aiti#0 ti"e i# the out&et

L Door ste ser*i+es

L Qo- ri+i#0

NE= PROMOTIONA% ACTI1IT;

43


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OFFERS .; DOMINOS

L ith e*ery orer o' i%%a a# +okeGar&i+ reasti+ks 0et a o"i#os

asta 'or Rs. 3 i#stea o' Rs 6.

L Pasta is a*ai&a&e i# 2 *aria#tsB +heesy -hite a# ta#0y re *e0 Rs

6 #o# *e0 Rs 7

L Get 0ar&i+ rea 'or o#&y Rs 3! -ith a#y o' the i%%a "a#ia

+o"i#atio#s.

L Do"i#os start ro*ii#0 +oke'a#tasrite.

L Do"i#os starte i%%as "a#ia -hi+h start 'ro" Rs 35 a# -e 0et the

toi#0 a++ori#0 to our +hoi+e.

L e +ouo#s a*ai&a&e at -e site ---.o"i#os.+o.i#

L Dis+ou#ti#0 +ouo#s are ei#0 ro*ie -ith e*ery ite" ur+hase.

L u00esti#0 se&&i#0 at a is+ou#te ri+e

L Ae- s+he"es at re0u&ar i#ter*a& o' ti"e a++ori#0 to the taste o' the

,AD,


45/46

L /hey ha*e a &ar0e a# 0ro-i#0 i#ter#atio#a& rese#+e.

o erate i# o*er 6! +ou#tries

L /hey oerate a ro'ita&e *a&ueae su&y +hai# syste".

L Do"i#os &eaershi tea" has a tra+k re+or o' su++ess.

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9A9Q,A

It "a3 3u44e33ull/ e3tabli3"ed it3 mar9et be4au3e !*

T"eir be3t 3er>i4e3

Empl!/ee3 be"a>i!r

%!4aliin# t"e menu

Pri4in# 3trate#/

Deli>er/ S/3tem

Ad>erti3in# 3trate#/

Date post:	21-Feb-2018
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