SERVICE MARKETING MIX: “DOMINO’S”
INTRODUCING DOMINOS
•Dominos in India.•The first Domino's Pizza store in India opened in January 1996, at New Delhi. •Domino's has been very well accepted by the Indian market.•Domino's Pizza was born in the US in 1960.
An expanded marketing mix for services
Customers PricePlace & Time
Promotion
Product (service)People Process
Physical evidence
Customers PriceCustomersPlace
4Ps OF MARKETING MIX
• PRODUCT
• PRICE
• PROMOTION
• PLACE
3Ps OF SERVICING MIX
• PEOPLE
• PROCESS
• PHYSICAL EVIDENCE
PEOPLE
• Recruiting young, enthusiastic and dedicated employees.
• Appropriately trained for delivering the service. • Personality development and grooming
sessions.• Provide them with various facilities such as
medical help, consultation, traveling facilities, perks and bonuses
• Team members are recognized and rewarded based on ability and merit for their contributions
PROCESS
•Self service system.
•Hungry hotline facility.
•Keep in mind the health and hygiene.
• Domino’s Pizza India also boasts about its commitment to serve its customers on time by implementing the “30 MINUTES OR FREE” service commitment.
• Domino's constantly strives to develop products that suit the tastes of its customers,
• Domino's believes strongly in the strategy of 'Think local and act regional'.
PHYSICAL EVIDENCE
• Logo
• Sample parking space.
• Good infrastructure.
• Use of modern technology equipments.
• Clean and friendly services.
The Services Marketing Triangle
Internal Marketing
Interactive Marketing
External Marketing
CompanyCompany(Management)(Management)
CustomersEmployees
“enabling thepromise”
“delivering the promise”
“setting thepromise”
INTERNAL MARKETING
• Young and enthusiastic team.
• Domino’s vision.
• Bonus scheme incorporating profit.
• “What’s up Dominos” session.
EXTERNAL MARKETING
• Home delivery specialist.
• Dominos bring out the 'WOW' effect.
• Domino’s serve its customers on time.
• Every order is hand-made.
INTERACTIVE MARKETING
•Dominos promises their customers safe n friendly service with free home delivery.•Domino’s heat wave.•Domino’s Pizza strives to be the best pizza delivery company in the world.
•The concept of 4Ps are followed by Dominos.•Delivers more than just hot pizzas.