dominozz final (1)
TRANSCRIPT
-
7/23/2019 Dominozz Final (1)
1/37
DECLARATION
TO WHOM IT MAY CONCERN
This is to certify that MS.Abhinandan Mahotra st!dent of ""A #I
se$ester in o!r Instit!te has s!ccessf!y co$%eted her s!$$er trainin&
%ro'ect entited (Mar)etin& strate&y ado%ted by Do$inos* for the %artia
f!fi$ent of the de&ree of "acheor of "!siness Ad$inistration.
DR.S.M.MEHNDI
+H.O.D. ""A , -ROECT /0IDE1
-
7/23/2019 Dominozz Final (1)
2/37
AC2NOWLED/EMENT
I think if any of us honestly reflects on who we are, how we got here, what we
think wemight do well, and so forth, I discover a debt to others that spans
written history. The work of some unknown person makes our lives easier
everyday. I believe it's appropriateto acknowledge all of these unknown
persons; but it is also necessary to acknowledgethose people we know have
directly shaped our lives and our work.
First of all i would like to thank our teacher DR SM MEDHIfor their guidance
through out the semester.
-
7/23/2019 Dominozz Final (1)
3/37
S!$$ary
Do$ino3s -i44ais an American restaurantchain and
international franchisepia deliverycorporation head!uartered at the "omino
Farms #ffice $ark %the campus being owned by "omino's $ia co&
founder Tom onaghan( inAnn Arbor )harter Township, ichigan, *nited
+tates, nearAnn Arbor, ichigan. Founded in -/, "omino's is the second&
largest pia chain in the *nited +tates %after $ia 0ut( and the largest
worldwide, with more than /,/// corporate and franchisedstores in 1/
countries. "omino's $ia was sold to 2ain )apitalin --3 and went public in
4//5. In -/, Tom onaghan and his brother, 6ames, purchased "omi7ick's,
a small pia store in 8psilanti, ichigan, near 9astern ichigan
*niversity. The deal was secured by a :1 down payment and the brothers
borrowed :-// to pay for the store. 9ight months later, 6ames traded his half of
the business to Tom for a used
-
7/23/2019 Dominozz Final (1)
4/37
O6er6ie7
Introduction +tage oneC "efining strategic marketing obDectives +tage twoC
"etermining strategic focus +tage threeC "efining customer targets +tage fourC
)ompetitor analysis +tage fiveC "ifferential advantage +tage si=C arketing mi=
+tage sevenC Implementation +tage eightC onitoring market performance .The
terms marketing strategy and strategic market planning are often used
interchangeably, which sometimes leads to confusion. @e will use the term
marketing strategy to mean the overall strategy of an organisation in relation to
a particular market. In this learning guide we will e=plore the process of analysis
and decision making which organisations go through as they define and
implement their approach to that market. arketing plans will form part of this
process, in particular when it comes to implementation.
ey aspects of the process are that it is cyclical, ie subDect to constant review
and reiteration; that it is dynamic, subDect to changes in the environment
%including customers and competition(; and that it should be shared within the
organisation, rather than being the sole preserve of the marketing department,
if it is to be wholeheartedly adopted and implemented by the whole
organisation.
Two interrelated trends in marketing approaches have changed the emphasis of
marketing strategy in recent years. These are relationship marketing and
customer economics. The increased use of sophisticated database information
in marketing has helped further the adoption of these two approaches and
indeed both re!uire such information in order to be successfully implemented. If
you are specifically interested in relationship marketing, there is a further
learning guide specifically on this topic.
This overview will introduce a framework for the steps to be followed in a
comprehensive marketing strategy process, the information and analysisre!uired at each stage and the decisions to be taken at each stage. There are
of course other possible frameworks and approaches which would be e!ually
acceptable, provided all the key steps are included. @hat is crucial is to see
each stage, and the whole process, as dynamic and iterative.+tage oneC
"efining strategic marketing obDectives
These will to a large e=tent be determined by corporate strategy, and will
answer such !uestions asC which markets should we compete inE what should
be our targets, in terms of market share and profitability, in these marketsE
The answer to the first !uestion will be determined by the inherent
-
7/23/2019 Dominozz Final (1)
5/37
attractiveness of the market and our ability to compete in it. A market may be
attractive for a number of reasonsC because there are high profits to be made in
it; because it is growing; because it fits in well with or fills a gap in our e=isting
portfolio. It is useful at this stage to carry out some structured analysis using a
framework such as ichael $orter's Five Forces of )ompetition %see Fig. 4.
below( or +@#T analysis. It is crucial, however, to ask not Dust whether themarket is inherently attractive, but whether it matches our capability profileC in
other words, do we have particular strengths which will give us an advantage in
the marketE A good marketing strategy may be determined as much by those
markets we choose not to enter as by those we do.
Targets will be e=pressed in terms of market share or profitability, or possibly
both. For e=ample, in an early stage of the stage in the market life cycle, an
organisation may concentrate on building share at the e=pense of profitability,
or at a later stage may be content for share to remain static whilst profits are
high.
The %rod!ct $ar)et ife cyce
8. The introd!ctory %hase
)ustomersC *nfamiliar with or unaware of product category. Those who do buy
likely to be more e=perimentalist by nature. +ales low )ompetitionC Bikely to below
)ompany prioritiesC 9ncourage trial. @ork with customers on product
development to improve aspects such as packaging or documentation, or to
eliminate teething troubles
9. The &ro7th %hase
)ustomersC Growing in numbers. +egments begin to appear. ay be less pricesensitive as category benefits more widely known )ompetitionC Growing as new
entrants appear. )ompany prioritiesC 2uild share by concentrating on
distribution, creating alliances where appropriate to do this
:. Eary $at!rity
)ustomersC +egmentation is now more distinct and customer loyalty
established as repeat purchases take place )ompetitionC Intense as players
attempt to secure their share )ompany prioritiesC "ifferentiate to attract and
retain customers in specific target segments
-
7/23/2019 Dominozz Final (1)
6/37
;. Late $at!rity
)ustomersC nowledgeable, may demand low prices and high service levels
)ompetitionC Intense due to lack of market growth and difficulty of further
differentiation. ay be price based
)ompany prioritiesC Attempt to lengthen life cycle by innovation, re&inventing
product category before decline stage
e&define market whilst
milking profits in early part of decline stage.
Sta&e one="efining strategic marketing obDectives
These will to a large e=tent be determined by corporate strategy, and will
answer such !uestions asC which markets should we compete inE what should
be our targets, in terms of market share and profitability, in these marketsE
The answer to the first !uestion will be determined by the inherent
attractiveness of the market and our ability to compete in it. A market may be
attractive for a number of reasonsC because there are high profits to be made in
it; because it is growing; because it fits in well with or fills a gap in our e=isting
portfolio. It is useful at this stage to carry out some structured analysis using a
framework such as ichael $orter's Five Forces of )ompetition
Sta&e t7o="etermining strategic focus0aving decided which markets to compete in, the !uestion of how to compete
can be addressed. +hould the focus be on growing the overall sie of the
market, or on taking a bigger share of an e=isting market %penetration(E In order
to do this, should we be concentrating on getting e=isting customers to use
more of our product, or on finding new customers or even new segmentsE #r
can we only increase share by taking customers from our competitorsE
The answers to these !uestions will depend largely on what stage has beenreached in the life cycle of the market for this product. This in turn will
determine whether the market is fairly homogeneous or divided into segments
-
7/23/2019 Dominozz Final (1)
7/37
or sub&segments. The more mature the market, the more fragmented it tends to
be.
Total sales in a particular product market will tend to follow the curve shown in
above over a period of time. That period of time may span a hundred years or
more %as would be the case for, say, washing powder or banking services( or itmay be much shorter, in the case of technological innovations such as the
cassette recorder or fashion&related items such as particular types of clothes or
music. 9ach stage in the so called product market life cycle has different
characteristics in terms of customers, competition, and company priorities.
Sta&e three="efining customer targets
The first step in defining customer targets will be to understand the structure of
the market in terms of what segments e=ist and what alternative ways ofsegmenting the market might be possible. It is important to remember in this
conte=t that segmentation is a characteristic of the market, not something which
marketeers impose upon it. In seeking to gain a better understanding of
different customers' perception of value, marketeers may see certain customers
with similar characteristics and perceptions as belonging together as a distinct
segment, but unless those similarities actually e=ist, the segmentation and the
target will be meaningless. )ustomers within one segment should be similar to
each other in ways which are important for how, when, what and why they buy,and different from customers in other segments. #rganisation's which find new
ways of segmenting a market may also find new ways of differentiating their
offering in response to a particular segment's perception of value, and will
therefore gain an advantage over their competitors.
#nce we have a clear view of market structure, we need to decide which
segment or segments to target. )ertain elements will tend to make a segment
attractiveC sie. growth. profitability.fit with company strengths. relative
weakness of competition.
The issue of customer economics, or choosing the right customer portfolio, is
vital. #rganisation's can waste large amounts of resources pursuing customers
who are not sufficiently profitable, or are unattractive in other ways. This is even
more important given the recent emphasis on building customer relationships.
This is usually an e=pensive and time consuming business, so organisation's
need to be sure that they are building relationships with the right customers. It
is not usually possible or desirable to build relationships with all customers.
As part of this stage, it will be decided whether to target only one segment, or
-
7/23/2019 Dominozz Final (1)
8/37
several segments at once. )learly this decision will be influenced by such
factors asCavailable resources.danger of brand contamination.opportunity for
economies of scale in manufacturing, marketing or distribution.
Sta&e fo!r=)ompetitor analysis
In practice, it is clear that the analysis of competitors and the selection of
customer targets will go hand in hand, since the one will e=ert a strong
influence on the other. The decisions to be taken at this stage will relate to
competitive positioning and competitive strategy.
)ompetitor analysis is a big topic and has an important role to play at the level
of corporate strategy as well as in the marketing strategy process. If you want
to look more specifically and in greater depth at competitor analysis, there is a
separate learning guide on this topic. In the conte=t of developing a marketingstrategy, there are particular areas of competitor analysis to be considered. The
specific !uestions which competitor analysis must answer at this market
specific level areC what does the customer buy when he does not buy my
productE what is his perception of these alternatives and how does it compare
with his perception of my productE what do I know or what can I infer about my
competitors' strategies in relation to their productsE
In answering the first !uestion, it may help to consider at what level does the
competition pose a threat in this marketE There are a number of different
possible levels of competitionC budget level. The customer is choosing between
spending hisHher budget in two completely different ways, to meet completely
different needs. To use an e=ample from the regional newspaper industryC does
the customer buy the local paper or a bar of chocolateE generic competition.
The competitive product delivers the same benefit but in a different wayC
instead of buying the local paper, the customer listens to local radio. product
category competition. 0ere the customer may choose between different product
categories within the same industryC the customer buys a national daily
newspaper instead of the local one, or reads the free local paper delivered
through his door, instead going out and buying one. brand competition. This is
the most direct form of competitionC does the customer buy one local title or the
otherE
#rganisation's will often be aware of direct brand competition, but less
knowledgeable about the encroaching threat of competition at a lower level.
The level at which the competitive threat is the strongest will obviously haveserious implications for the organisation's strategic priorities.
-
7/23/2019 Dominozz Final (1)
9/37
The second !uestion relates more to the positioning of competitive products in
the mind of the customer. The use of perceptual maps may help. $erceptual
maps use the results of market research to map consumers' perceptions of
competing brands in relation to attributes they consider important in determining
value.
They are a useful tool in determining strategies, because marketeers can see
the maDor threats to their brand as well as the different directions in which they
could move. $erceptual maps are discussed in more detail in "avid Arnold's
book, The 0andbook of 2rand anagement %--4( )entury 2usiness, pp.35 ff.
The third !uestion re!uires some thinking around the role of the particular
competitive product in the competitor's portfolio as a whole. $ortfolio
management tools such as the 2oston )onsulting Group atri= or the
"irectional $olicy atri= will probably be useful here. They are described brieflybelow.
The 2)G product portfolio matri= classifies products according to two
measures, market growth and relative market share. According to their position
on the matri=, products are known as problem children %or !uestion marks(,
stars, cash cows or dogs.
#rganisation's will tend to have a number of problem children at once, products
at an early stage of the life cycle, having low market share in a fast growingmarket. They re!uire a great deal of investment and support, but only some of
them will survive to become mature products which can contribute to the
organisation's overall revenues.
#nce products have succeeded in growing their market share, and whilst the
market itself is still in its growth phase, they are known as stars. These products
still re!uire substantial investment to sustain their high market share position,
but they are at the same time generating positive cash flows themselves.As the market moves into maturity and growth slows down, products with high
market share are classified as cash cows, able to generate cash whilst
re!uiring less support than before. These cash flows can therefore be used to
support other products in the other categories.
Finally, products with low market share in a low growth market are known as
dogs. They may still generate some cash, but as the market moves into decline,
it will not be worth it for organisation's to invest money or effort in them. Insteadthey are advised to cut back investment as much as possible %harvesting( or, if
possible, to move out of the market %divestment(.
-
7/23/2019 Dominozz Final (1)
10/37
)learly, the 2)G matri= can be used by an organisation to analyse its own or its
competitors' products. 2oth will be useful for the purpose of competitive
positioning.
The "irectional $olicy atri= is also a two dimensional model but incorporates
a number of different elements into each dimension. It is therefore morecomple= and also more subDective than the 2)G model. %see Fig.( It can be
used to plot brands, products, geographical areas or market segments and
helps managers to think through their strategy for each element in the
company's portfolio %or to make assumptions about their competitors' likely
strategy(. The sie of each circle drawn on the matri= may represent sie of
turnover or, if known, profit margin.
The two a=es of this matri= are market attractiveness and relative strength
versus the competition. )learly, an organisation will aim to have as manyproducts as possible in the top left hand corner, ie in a strong competitive
position in an attractive market. It will almost certainly have other products in
the middle of the matri= %in an attractive market but in a relatively weak
competitive position( and even in the right hand corner %a weak product in an
unattractive market(.
Booking at the portfolio in this way will help with deciding priorities and
allocating resources. For e=ample, how much will it cost to keep a product inthe top right position E @hat other products may threaten it E If a product is in
the top middle s!uare, what resources or tactical moves would it take to shift it
over to the right E And for the product in the bottom left & should it be
harvested E or is it possible to shift itE
Sta&e fi6eC "ifferential advantage
"ifferential advantage, or competitive advantage, describes the ways in which
one organisation's offering is different from and better than another's. This givesthe company an advantage over its competition. "ifferential advantage may
come from a variety of sourcesC superior position, superior skills or superior
resources. +uperior position eg lower costs %perhaps due to location(;
incumbent position %eg distribution network(; relationships +uperior skills eg
specialised knowledge, technical e=pertise, organisational skills such as
fle=ibility +uperior resources eg financial resources, geographical coverage,
e=clusive ingredients, e=perienced people @hatever the source of differential
advantage, it must offer real value to the customer in that it meets hisHher needsin a distinctive way, and is in some way better than the competition. It is the
meeting point of the three )'s of customer, competition and company .
-
7/23/2019 Dominozz Final (1)
11/37
Sta&e si>=arketing mi=
The marketing mi= refers to the various elements of a company's offering in
the market placeC the product or service itself, including its packaging; the price,
including any discounts or payment terms; the place, or distribution method;
and the promotional mi= by which the offering is communicated to the marketplace.
In addition to the traditional four $s %2orden, The )oncept of the arketing
i=, 6ournal of Advertising >esearch,
-
7/23/2019 Dominozz Final (1)
12/37
Strate&y itsef ?supported by
S)is ?what distinctive core tasks %functional or organisational( is the company
good at performingE
Shared 6a!es ?what is the culture of the companyE @hat behaviour or
achievements are rewardedE
Stye ?what is the management styleE 0ow do things get done round hereE
Staff ?what are the people likeE @hat is their educational or business
backgroundE @hat is likely to motivate themE 0ow is their moraleE
Syste$s ?what formal systems are in place that may help %or hinder(
implementationE %these could be reward systems, monitoring systems,
customer service systemsE( @hat about the informal systemsEStr!ct!re ?what structures are in place that may help %or hinder(
implementationE Is there a flat management structureE Are there %for e=ample(
proDect management teams, or is the organisation structured along purely
functional linesE
Sta&e ei&ht=onitoring market performance
Ideally a marketing plan should also include performance targets in terms ofsales and contribution, customer satisfaction, or any other measures deemed
appropriate. There is a trend towards the use of non&financial measures in
monitoring company performance. %aplan, >. +. 7orton, ".$. %--( The
2alanced +corecard, 0arvard 2usiness +chool $ress(. The information needed
for such measurements is often difficult to obtain, but as feedback mechanisms
showing whether or not a strategy is being successfully implemented, they may
be more useful than traditional !uantitative measures.
De6eo%$ent acti6ities
)ross functional groups will often give valuable insights, as well as helping to
improve communication within the organisation. In a cross functional group,
work through the marketing strategy process & or take one stage and work
through that. *seful frameworks for discussion might beC the directional policy
matri=
"ivide the group up into trios and ask each to plot the company's main products
-
7/23/2019 Dominozz Final (1)
13/37
onto a flip chart or acetate. Then in plenary, compare the results. This should
give rise to some interesting discussionJ Then raise the !uestion of what could
be done to move the various products across the chart, upward and to the right.
Are there some products which should be harvested or markets from which we
should withdrawE perceptual maps "ecide first how to label the a=es. @hat
characteristics are important to customersE For e=ample, for cars it might bespeed, comfort, reliability, economy. It might help to try to group products
together roughly first and then look at what they have in common. 0aving
agreed on the a=es, plot where you think customers perceive your products and
your competitors' products. #f course the results of this e=ercise will be purely
subDective and should be tested by market research. 2ut in this case, the
results are perhaps less important than the debate, which should be
illuminatingJ levels of competition
"iscuss where the competition is coming from at each level. @here are the real
threatsE @hat strategies might we adopt to combat themE segment
attractiveness Book at the list of criteria and measure each of your segments
and maDor customers against it. "o they pass the testE If not, how much effort
and resources is the organisation spending on themE It may be that there are
good reasons for selling to these customers. 2ut it is worth checking. 2y
serving these customers, we could be missing opportunities elsewhere which
might be more profitable, or fit with our strategy better. marketing mi= Book at
each aspect of the marketing mi= for each of the organisation's maDor products.
"o they fit together and send a consistent messageE
-
7/23/2019 Dominozz Final (1)
14/37
History
6ubilant Food@orks Bimited %the )ompany( is a 6ubilant 2hartia Group )ompany,
The )ompany was incorporated in -- and initiated operations in --, The
)ompany got listed on the Indian bourses in February 4//, r, +hyam +, 2hartia,
r, 0ari +, 2hartia and 6ubilant 9npro $rivate Btd, are the $romoters of the )ompany.The )ompany its subsidiary operates "omino's $ia brand with the e=clusive
rights for India, 7epal, 2angladesh and +ri Banka, The )ompany is India's largest and
fastest growing food service company, with a network of //K "omino's $ia
restaurants
>estaurants %as of ?st arch, 4/4(The )ompany is the market leader in the
organied pia market with a 5L market share %9uromonitor >eport 4//( and 1/L
share in the pia home delivery segment in India, The )ompany has strengthened
its portfolio by entering into an agreement with "unkin' "onuts Franchising BB), fordeveloping the "unkin' "onuts brand and operating restaurants in India,
#ver the period since --, "ominoMs $ia India has remained focused on delivering
great tasting $ias and sides, superior !uality, e=ceptional guest care and value for
money offerings. @e have endeavored to establish a reputation for being a home
delivery specialist capable of delivering pias within ?/ minutes or else F>99 to a
community of loyal consumers from all our restaurants around the country.
"ominoMs vision is focused on 9=ceptional people on a mission to be the best pia
delivery company in the worldJ @e are committed to bringing fun, happiness and
convenience to lives of our consumers by delivering delicious pias to their doorstep
and our efforts are aimed at fulfilling this commitment towards a large and ever&
growing guest base.
"ominoMs constantly strives to develop products that suit the tastes of our consumers
and hence delighting them. "ominoMs believes strongly in the strategy of MThink global
and act localM. 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
)onsumers. Further providing value for money and affordable products to our
consumers has been an important part of our efforts. #ur initiatives such as Fun eal
and $ia ania have been e=tremely popular with consumers looking for an
affordable and value for money meal option.
"ominoMs believes that when a bo= of pia is opened, family and friends come
together to share the pia. 0ence, our brand positioningC N8eh 0ai >ishton a TimeM
ThatMs why, all our efforts, whether it is a new innovative and delicious product,
offering consumers value for money deals, great service, countrywide presence or thepromise to deliver in ?/ minutes or free are all directed towards making relationships
stronger, warmer and more fun by giving consumers an opportunity to get together,
-
7/23/2019 Dominozz Final (1)
15/37
catch up, reunite and spend more time together.In 4//1, "omino's introduced its
-
7/23/2019 Dominozz Final (1)
16/37
1999 "ominoMs becomes the first home delivery company to float on the AlternativeInvestment arket.
#nline ordering and interactive T< ordering go national.
2000 "ominoMs introduces the revolutionary patented 0eatwaveT hot bags to keepthe pias hot and crisp during delivery.
2003 +tore number ?// opens in Aldershot.2004 "ominoMs wins the 2ritish Franchise Association, Franchisor of the 8ear award.
"ominoMs opens its first store in the )ity of Bondon on Rueen +treet.
"ominoMs launches the "ouble "ecadanceT.
2005 "ominoMs $ia * Ireland celebrates 4/ years.
+tore number 5// opens in +heffield.
"ominoMs launches the "ominatorT.
"elight cheese is added to the menu.
2007 "ominoMs removes all hydrogenated fats from its products.)hris oore becomes )hief 9=ecutive.
+tore number // opens in 0atfield.
2008 "ominoMs $ia becomes official sponsor of Britains Got Talent on IToots Doins up with "ominoMs to launch a >eggae >eggae pia.
"ominoMs * Ireland invests a maDority stake in the master franchise for "ominoMs$ia Germany.
Bance 2atchelor is appointed )9# as )hris oore steps down.
"ominoMs +tuffed )rust goes on sale.
"ominoMs sponsors IT< !ui show Red or Blac! hosted by Ant "ec.
Gourmet pia range is launched.
-
7/23/2019 Dominozz Final (1)
17/37
4/4 "ominoMs celebrates years in @ales.
The +aucy 22R +tuffed )rust and 2oneless >ibs are launched.
@indows $hone 1 ordering app is made available.
Triple celebration for stores in )ologne in Germany, >io de 6aneiro in 2rail and$enang in alaysia who are named as Doint ///th international store.
"ominoMs ac!uires the master franchise for +witerland.
Gluten Free pia base is added to the menu.
"ominoMs 2o= #ffice is launched, in collaboration with Bionsgate Films.
4/? "ominoMs sponsors IT< reality show, Splash"
7ew logo is launched.
7ew store design is implemented.
idweek >escue service is offered to customers.
"ominoMs launches new dining and take away concept. in partnership with 9=traotorway +ervice Area Group.
The 4///th 9uropean store opens in 0emel 0empstead.0ot "og +tuffed )rust base is launched.
"ominoMs sponsors IT< show, #$$ Their Rocers.
7ew pia bo= design is implemented.
>ays of +unshine becomes "ominoMs new charity partner.
-
7/23/2019 Dominozz Final (1)
18/37
Inno6ationsDo$ino@s Do$inator
In 4//, we launched the "ominator, dominoMs version of a stuffed base usingour regular and thin crust dough, infused with cheese and herb sauce.
Dei&ht Mo44area
"ominoMs $ia is the only national pia company to offer a reduced fatcheese. "elight oarella has ??L less fat than ordinary moarella, givingcustomers a healthier choice.
Do!be Decadence
In 7ovember 4//5, "ominoMs launched the *Ms first double&decker pia,"ouble "ecadence. This lu=urious pia has two thin and crispy bases
sandwiched together with a creamy cheese and herb sauce or a basil pestosauceS %Slaunched 4//(.
Do$ino@s St!ffed Cr!st
In 6une 4/, "ominoMs +tuffed )rust went on sale. This new mouth wateringaddition to the menu features moarella cheese with a hint of garlic and herbsin "ominoMs famous fresh dough. The "ominoMs +tuffed )rust is available on allmedium and large pias and can be purchased in all * stores.
/!ten BreeIn 7ovember 4/4, "ominoMs launched a gluten free pia base and was *Msfirst maDor pia delivery chain to provide a pia which is suitable for coeliacsand those who are gluten&intolerant.
Following numerous re!uests from the general public, "ominoMs has spentgreat time over perfecting this base, seeking a supplier that meets with thebrandMs high standards for both !uality and taste.
Accredited by )oeliac *, the national charity for people with coeliac disease,
"ominoMs gluten&free pia base is suitable for those who are allergic to dairy orlactose intolerant, and as all "ominoMs pias are made to order from scratch, itcan be ordered without cheese to provide a dairy&free pia.
O!r foodAt "ominoMs, the pia is the hero and we work hard with our suppliers andfollow the seasons around the world to ensure that we offer the finest !ualityingredients other 7ature can provideThe pia story starts with fresh dough,produced in our three supply chain centres in ilton eynes, $enrith and 7aasin the >epublic of Ireland. Take this as your foundation and add delicious vine&ripened tomato sauce and //L moarella cheese for the classic "ominoMscheese and tomato pia. From there, we have a range of toppings from
-
7/23/2019 Dominozz Final (1)
19/37
pepperoni to pineapple and sweetcorn to sausage, so customers can have theirpia Dust how they like it.@ith a choice of bases, sauces, cheese and toppings
there are over // million different ways to customise a "ominoMs pia.First,choose a base from our range including classic hand tossed, thin crust,"ouble "ecadence, "ominator, +tuffed )rust or Gluten Free.7e=t, choose asauce traditional vine&ripened tomato, barbe!ue or sundried tomato andgarlicThen, pick a cheese always //L moarella, but itMs the customerMschoice between our traditional moarella or "elight moarella with the samegreat taste, but a third less fat
Finally, pick some toppings from the wide range of delicious items on ourmenu.As well as delicious, freshly made pias, "ominoMs also offeres a rangeof tasty side dishes such as chicken strippers, kickers, wings, garlic pia breadand potato wedges, as well as desserts including cookies, waffles and ice&cream.
@e believe itMs important to offer our customers a wide range of information withregard to our food too, which is why we set up the Take a Fresh Book website at#n this site, we provide full details of the ingredients and nutrition in ourproducts, as well as all relevant allergen information. Take a Fresh Book alsofocuses on the heroes that provide our food with a range of short films aboutsome of the raw ingredients including //L moarella cheese, pepperoni andonions, as well as a wealth of other facts and figures to "ominoMs ingredients.
$ia can be part of a balanced diet and the average "ominoMs customer only
orders once a month. To help all our customers balance their diets, weMve alsoincluded some helpful hints and tips on the Take a Fresh Book website.
In 4/4, "ominoMs signed up to the "epartment of 0ealthMs >esponsibility "ealand committed to si= pledges. The food pledges are centred around reducingsalt and providing calorie information to our customers. For details on thepledges we have signed and for information on our environmental policy, pleaselog onto
Food is precious and should be treated with respect and we will always make
sure that a "ominoMs pia has the best !uality ingredients, brought together by
skilled pia makers, to keep supplying our customers with delicious, piping&hot
pia every time.
-
7/23/2019 Dominozz Final (1)
20/37
Mar)etin& strate&y
8oung and enthusiastic team.
"omino's vision.
2onus scheme incorporating profit. @hat's up "ominos session
"ominos promises their customers safe and friendlyservices free of cost.
9 home delivery.
"omino's heat wave.
"omino's $ia strives to be the best pia deliverycompany in the world.
"elivers more than Dust hot pias.
0ome delivery specialist.
"ominos bring out the
'@#@' effect
"omino's serve its customers on time.
9very order is handmade
-
7/23/2019 Dominozz Final (1)
21/37
"omino's has credited new product launches backed by an ever&growingmarketing budget for a double&digit lift in sales, despite the snow in the first!uarter of the year.
The pia delivery company posted a 4.?L increase in sales from its stores inthe *, Ireland, +witerland and Germany for the ? weeks to ? arch. Aftera slow 6anuary, like&for&like sales at its 1/ * stores rose .L during theperiod, helped by its hot dog&stuffed&crust pia and advertised promotions.
Bance 2atchelor, "ominoMs chief e=ecutive, saidC 7ew product launches, arelentless focus on service, industry leading digital and online technology, anever&growing marketing budget, and a healthy pipeline of new sites are Dustsome of the ways we continue to drive this terrific business forward.
#nline sales represented 4L of total * sales in the period, supporting2atchelor's views that "omino's is now fundamentally a digital business,made after more than half %L( of its pia sales were ordered online in 4/4.
"omino's recently underlined its commitment to marketing with the appointmentof its first * head of marketing, 6ane @alker from )arphone @arehouse.
+imon @allis, sales and marketing director of "omino's, is providing a keynoteaddress at this year's edia?/, run in association with arketing.
+peaking on the second day of the Bondon conference on 1 6une, @allis willdiscuss the pivotal role marketing has played in propelling the pia company'ssuccess over the past years.
From seven to 11 stores and a &fold increase on sales, "omino's has grownthrough !uick innovation, calculated risks and continually challengesboundaries with industry partners, including media planner and adviser Arena.
-
7/23/2019 Dominozz Final (1)
22/37
Ob'ecti6es
To study the marketing stratergy of dominos.
To know the various factor or servies where dominos is supposed to work
hard in order to improve the overall e=perience of the customer.
-
7/23/2019 Dominozz Final (1)
23/37
Research $ethodoo&y
>esearch is +earch for nowledge It is an Art of +cientific Investigation
According to >edman and ory, >esearch is a U +ystematied effort to gain
new knowledge V >esearch is an original addition to the available knowledge,which contributes to itMs further advancement In sum, >esearch is the search for
knowledge, using obDective and systematic methods to find solution to a
problem
To gain familiarity with new insights into a phenomenon To accurately portray
the characteristics of a particular individual, group, or a situation To analye the
fre!uency with which something occurs To e=amine the 0ypothesis of a casual
relationship between two variables
>esearch ethod s are the methods that the researcher adopts for conducting
the research +tudies >esearch ethodology is the way in which research
problems are solved systematically. It is the +cience of studying how research
is conducted +cientifically
Ruantitative Approach %*ses e=perimental, inferential and simulation
approaches to research( Rualitative Approach %*ses techni!ues like in&depth
interview, focus group interviews
Ty%es of research
"escriptive
Analytical
Applied
Fundamental
Ruantitative
Rualitative
)onceptual
9mpirical
#ther Types
-
7/23/2019 Dominozz Final (1)
24/37
. Formulating the >esearch $roblem 4. 9=tensive Biterature +urvey ?.
"eveloping 0ypothesis 5. $reparing the >esearch "esign . "etermining
+ample "esign . )ollecting "ata 1. 9=ecution of the $roDect 3. Analysis of the
"ata -. 0ypothesis Testing /. Generaliation and Interpretation .
$reparation of the >eport or $resentation of the >esults
"escriptive research does not fit neatly into the definition of either !uantitative
or !ualitative research methodologies, but instead it can utilie elements of
both, often within the same study. The term descriptive research refers to the
type of research !uestion, design, and data analysis that will be applied to a
given topic. "escriptive statistics tell what is, while inferential statistics try to
determine cause and effect.
The type of !uestion asked by the researcher will ultimately determine the type
of approach necessary to complete an accurate assessment of the topic at
hand. "escriptive studies, primarily concerned with finding out what is, might
be applied to investigate the following !uestionsC "o teachers hold favorable
attitudes toward using computers in schoolsE @hat kinds of activities that
involve technology occur in si=th&grade classrooms and how fre!uently do they
occurE @hat have been the reactions of school administrators to technological
innovations in teaching the social sciencesE 0ow have high school computingcourses changed over the last / yearsE 0ow do the new multimediated
te=tbooks compare to the print&based te=tbooksE 0ow are decisions being
made about using )hannel #ne in schools, and for those schools that choose
to use it, how is )hannel #ne being implementedE @hat is the best way to
provide access to computer e!uipment in schoolsE 0ow should instructional
designers improve software design to make the software more appealing to
studentsE To what degree are special&education teachers well versed
concerning assistive technologyE Is there a relationship between e=periencewith multimedia computers and problem&solving skillsE 0ow successful is a
certain satellite&delivered +panish course in terms of motivational value and
academic achievementE "o teachers actually implement technology in the way
they perceiveE 0ow many people use the A9)T gopher server, and what do
they use if forE
"escriptive research can be either !uantitative or !ualitative. It can involve
collections of !uantitative information that can be tabulated along a continuum
in numerical form, such as scores on a test or the number of times a personchooses to use a&certain feature of a multimedia program, or it can describe
categories of information such as gender or patterns of interaction when using
-
7/23/2019 Dominozz Final (1)
25/37
technology in a group situation. "escriptive research involves gathering data
that describe events and then organies, tabulates, depicts, and describes the
data collection %Glass 0opkins, -35(. It often uses visual aids such as
graphs and charts to aid the reader in understanding the data distribution.
2ecause the human mind cannot e=tract the full import of a large mass of raw
data, descriptive statistics are very important in reducing the data tomanageable form. @hen in&depth, narrative descriptions of small numbers of
cases are involved, the research uses description as a tool to organie data into
patterns that emerge during analysis. Those patterns aid the mind in
comprehending a !ualitative study and its implications.
ost !uantitative research falls into two areasC studies that describe events and
studies aimed at discovering inferences or causal relationships. "escriptive
studies are aimed at finding out what is, so observational and survey methods
are fre!uently used to collect descriptive data %2org Gall, -3-(. +tudies of
this type might describe the current state of multimedia usage in schools or
patterns of activity resulting from group work at the computer. An e=ample of
this is )ochenour, 0akes, and 7eal's %--5( study of trends in compressed
video applications with education and the private sector.
"escriptive studies report summary data such as measures of central tendency
including the mean, median, mode, deviance from the mean, variation,
percentage, and correlation between variables. +urvey research commonlyincludes that type of measurement, but often goes beyond the descriptive
statistics in order to draw inferences. +ee, for e=ample, +igner's %--( survey
of computer&assisted instruction and at&risk students, or 7olan, cinnon, and
+oler's %--4( research on achieving e!uitable access to school computers.
Thick, rich descriptions of phenomena can also emerge from !ualitative studies,
case studies, observational studies, interviews, and portfolio assessments.
>obinson's %--5( case study of a televised news program in classrooms and
Bee's %--5( case study about identifying values concerning schoolrestructuring are e=cellent e=amples of case studies.
"escriptive research is uni!ue in the number of variables employed. Bike other
types of research, descriptive research can include multiple variables for
analysis, yet unlike other methods, it re!uires only one variable %2org Gall,
-3-(. For e=ample, a descriptive study might employ methods of analying
correlations between multiple variables by using tests such as $earson's
$roduct oment correlation, regression, or multiple regression analysis. Good
e=amples of this are the nupfer and 0ayes %--5( study about the effects of
the )hannel #ne broadcast on knowledge of current events, anaev's %--(
-
7/23/2019 Dominozz Final (1)
26/37
study about mass media effectiveness, cenna's %--?( study of the
relationship between attributes of a radio program and it's appeal to listeners,
#rey and 7elson's %--5( e=amination of learner interactions with hypermedia
environments, and +hapiro's %--( study of memory and decision processes.
#n the other hand, descriptive research might simply report the percentagesummary on a single variable. 9=amples of this are the tally of reference
citations in selected instructional design and technology Dournals by Anglin and
Towers %--4(; 2arry's %--5( investigation of the controversy surrounding
advertising and )hannel #ne; Bu, orlan, Berchlorlarn, Bee, and "ike's %--?(
investigation of the international utiliation of media in education %--?(; and
$ettersson, etallinos, uffoletto, +haw, and Takakuwa's %--?( analysis of the
use of verbo&visual information in teaching geography in various countries.
"escriptive statistics utilie data collection and analysis techni!ues that yieldreports concerning the measures of central tendency, variation, and correlation.
The combination of its characteristic summary and correlational statistics, along
with its focus on specific types of research !uestions, methods, and outcomes
is what distinguishes descriptive research from other research types.
Three main purposes of research are to describe, e=plain, and validate findings.
"escription emerges following creative e=ploration, and serves to organie the
findings in order to fit them with e=planations, and then test or validate thosee=planations %rathwohl, --?(. any research studies call for the description
of natural or man&made phenomena such as their form, structure, activity,
change over time, relation to other phenomena, and so on. The description
often illuminates knowledge that we might not otherwise notice or even
encounter. +everal important scientific discoveries as well as anthropological
information about events outside of our common e=periences have resulted
from making such descriptions. For e=ample, astronomers use their telescopes
to develop descriptions of different parts of the universe, anthropologistsdescribe life events of socially atypical situations or cultures uni!uely different
from our own, and educational researchers describe activities within
classrooms concerning the implementation of technology. This process
sometimes results in the discovery of stars and stellar events, new knowledge
about value systems or practices of other cultures, or even the reality of
classroom life as new technologies are implemented within schools.
9ducational researchers might use observational, survey, and interview
techni!ues to collect data about group dynamics during computer&basedactivities. These data could then be used to recommend specific strategies for
implementing computers or improving teaching strategies. Two e=cellent
-
7/23/2019 Dominozz Final (1)
27/37
studies concerning the role of collaborative groups were conducted by @ebb
%-34(, and >ysavy and +ales %--(. 7oreen @ebb's landmark study used
descriptive research techni!ues to investigate collaborative groups as they
worked within classrooms. >ysavy and +ales also apply a descriptive approach
to study the role of group collaboration for working at computers. The >ysavy
and +ales approach did not observe students in classrooms, but reportedcertain common findings that emerged through a literature search
Ob'ecti6es of research
The purpose of research is to discover answers to !uestions through the
application of scientific procedures. The main aim of research is to find out the
truth which is hidden and which has not been discovered as yet. Though each
research study has its own specific purpose, we may think of researchobDectives as falling into a number of following broad groupingsC
. To gain familiarity with a phenomenon or to achieve new insights into it
%studies with this obDect in view are termed as e=ploratory or formulative
research studies(;
4. To portray accurately the characteristics of a particular individual, situation or
a group %studies with this obDect in view are known as descriptive research
studies(;
?. To determine the fre!uency with which something occurs or with which it is
associated with something else %studies with this obDect in view are known as
diagnostic research studies(;
5. To test a hypothesis of a causal relationship between variables %such studies
are known as hypothesis&testing research studies(.
-
7/23/2019 Dominozz Final (1)
28/37
Moti6ation in research
@hat makes people to undertake researchE This is a !uestion of fundamental
importance. The
possible motives for doing research may be either one or more of the followingC
. "esire to get a research degree along with its conse!uential benefits;
4. "esire to face the challenge in solving the unsolved problems, i.e., concern
over practical
problems initiates research;
?. "esire to get intellectual Doy of doing some creative work;
5. "esire to be of service to society;
. "esire to get respectability.
0owever, this is not an e=haustive list of factors motivating people to undertake
research studies.
any more factors such as directives of government, employment conditions,
curiosity about new things, desire to understand causal relationships, social
thinking and awakening, and the like may as well motivate %or at times compel(people to perform research operations.
Si&nificance of Research
UAll progress is born of in!uiry. "oubt is often better than overconfidence, for it
leads to in!uiry, andin!uiry leads to inventionV is a famous 0udson a=im in
conte=t of which the significance of researchcan well be understood. Increased
amounts of research make progress possible. >esearch inculcatesscientific and
inductive thinking and it promotes the development of logical habits of
thinkingand organisation.
The role of research in several fields of applied economics, whether related to
business orto the economy as a whole, has greatly increased in modern times.
The increasingly comple=nature of business and government has focused
attention on the use of research in solving operationalproblems. >esearch, asan aid to economic policy, has gained added importance, both for government
and business.
-
7/23/2019 Dominozz Final (1)
29/37
>esearch provides the basis for nearly all government policies in our economic
system.
For instance, governmentMs budgets rest in part on an analysis of the needs and
desires of the peopleand on the availability of revenues to meet these needs.
The cost of needs has to be e!uated toprobable revenues and this is a fieldwhere research is most needed. Through research we candevise alternative
policies and can as well e=amine the conse!uences of each of these
alternative."ecision&making may not be a part of research, but research
certainly facilitates the decisions of thepolicy maker. Government has also to
chalk out programmes for dealing with all facets of the countryMse=istence and
most of these will be related directly or indirectly to economic conditions. The
plight ofcultivators, the problems of big and small business and industry,
working conditions, trade union activities, the problems of distribution, even the
sie and nature of defence services are matters re!uiring research. Thus,
research is considered necessary with regard to the allocation of nationMs
resources. Another area in government, where research is necessary, is
collecting information on the economic and social structure of the nation. +uch
information indicates what is happening in the economy and what changes are
taking place. )ollecting such statistical information is by no means a routine
task, but it involves a variety of research problems. These day nearly all
governments maintain large staff of research technicians or e=perts to carry on
this work. Thus, in the conte=t of government, research as a tool to economic
policy has three distinct phases of operation, vi., %i( investigation of economic
structure through continual compilation of facts; %ii( diagnosis of events that are
taking place and the analysis of the forces underlying them; and %iii( the
prognosis, i.e., the prediction of future developments.
>esearch has its special significance in solving various operational and
planning problems of business and industry. #perations research and market
research, along with motivational research, are considered crucial and theirresults assist, in more than one way, in taking business decisions. arket
research is the investigation of the structure and development of a market for
the purpose of formulating efficient policies for purchasing, production and
sales. #perations research refers to the application of mathematical, logical and
analytical techni!ues to the solution of business problems of cost minimisation
or of profit ma=imisation or what can be termed as optimisation problems.
otivational research of determining why people behave as they do is mainly
concerned with market characteristics. In other words, it is concerned with thedetermination of motivations underlying the consumer %market( behaviour. All
these are of great help to people in business and industry who are responsible
-
7/23/2019 Dominozz Final (1)
30/37
for taking business decisions. >esearch with regard to demand and market
factors has great utility in business. Given knowledge of future demand, it is
generally not difficult for a firm, or for an industry to adDust its supply schedule
within the limits of its proDected capacity. arket analysis has become an
integral tool of business policy these days. 2usiness budgeting, which
ultimately results in a proDected profit and loss account, is based mainly onsales estimates which in turn depends on business research. #nce sales
forecasting is done, efficient production and investment programmes can be set
up around which are grouped the purchasing and financing plans. >esearch,
thus, replaces intuitive business decisions by more logical and scientific
decisions.
Criteria of /ood Research
@hatever may be the types of research works and studies, one thing that is
important is that they all meet on the common ground of scientific method
employed by them. #ne e=pects scientific research to satisfy the following
criteriaC
. The purpose of the research should be clearly defined and common
concepts be used.
4. The research procedure used should be described in sufficient detail topermit another researcher to repeat the research for further advancement,
keeping the continuity of what has already been attained.
?. The procedural design of the research should be carefully planned to yield
results that are as obDective as possible.
5. The researcher should report with complete frankness, flaws in procedural
design and estimate their effects upon the findings.
. The analysis of data should be sufficiently ade!uate to reveal its significance
and the methods of analysis used should be appropriate. The validity and
reliability of the data
should be checked carefully.
. )onclusions should be confined to those Dustified by the data of the research
and limited to those for which the data provide an ade!uate basis.
-
7/23/2019 Dominozz Final (1)
31/37
#ision
9=ceptional peopleon a missionto be the best piadelivery companyin theworld
Mission
hushiyon ki home delivery
-
7/23/2019 Dominozz Final (1)
32/37
-rice do$inos
General perception prevails that pia prices are e=pensive and cannot
be affordedby many, but "omino's pia prices will make you think twice
about that statement. "omino's also provide lots of offers and deals that give your much
discounted piaprices. First off, customers can get $ia mania pias for prices as low as >s.
?-H& which noother pia chain offers in the country. The regular sie +imply s. /H& onwards and they
have piasup to around >s. //H& . "omino's caters to all price ranges so that customers can always find a
pia pricethat fits their pocket.
-
7/23/2019 Dominozz Final (1)
33/37
-EO-LE at DOMINO@S
>ecruiting young, enthusiastic and dedicated employees.
Appropriately trained for delivering the service.
$ersonality development and grooming sessions. $rovide them with various facilities such as medical help,consultation,
traveling facilities, perks and bonuses. Team members are recognied and rewarded based onability and merit
for their contributions
-
7/23/2019 Dominozz Final (1)
34/37
Men!
Conc!sion
-
7/23/2019 Dominozz Final (1)
35/37
"ominoMs is known for their best services. @e can summarie thewhole that
9mployees behavior is the maDor factor, whichinfluences the customer
perception most about the pia outletswhile they are followed by environment,
parking space, internal,and e=ternal factors. "ominoMs commitment to home
deliverypias has kept them up to the mark and at the same time kept agood
customer loyalty.
"omino's is a powerful global brand.+ignificant, ongoing investments in
advertising result in broadconsumer awareness "ominoMs are the 7o. pia
delivery company Bargest share of pia delivery channel They have a large
and growing international presence.They operate a profitable, value&added
supply chain system. 9nsures !uality and consistency
Bindin&s
-
7/23/2019 Dominozz Final (1)
36/37
0uge competitor for pia hut.
Good promotional stragies.
#ffer coupons and great deals to attract customers.
9verybody can afford pia due to the reasonable price for. 9g&pia
mania costing from ? to 55 rs
As they are delivring pia in ?/ minitues.as if they did not reach thenmoney will be back
As they give special discounts on monday and friday
As they offer combo meals
As we can order online from celphones
As they also provide tracker through which we track the salesman
As they provide both veg and non veg products to customers
"ominos believes strongly in the strategy ofVthink local and act regionalV.
S!&&estions&outlets lack of space
-
7/23/2019 Dominozz Final (1)
37/37
4&ambience not up to mark
?&they should e=pand further into india and offer
products that do not contain beef
5&domino should offer soups and salads&offer low fats products