DOMINO’S PIZZA

MUDASSAR JAVED HASSAN

PGPM 11Globsyn - B -School

INTRODUCTION @ • Founded in 1960 by Tom Monaghan

• The first delivery outlet was launched at Ypsilanti, Michigan as Dominick

• a network of 9,742 Company-owned and franchise stores, located in all 50 states and in more than 70 international markets

• Jubilant Food Works Limited, a Jubilant Bhartia Group company holds the Master Franchise rights for India, Nepal, Sri Lanka and Bangladesh

• Today there are 8,000 Domino's Pizza stores in more than 50 countries, employing over 145,000 team members and involving over 2,000 franchisees

Mission & Vision @ DOMINO’S

VISION “Exceptional people on a mission to be the best pizza delivery company in the world”

MISSION“Domino’s Pizza is the Pizza specialist who consistently delights the customer with great taste and

choices in pizza with friendly, courteous team members providing prompt, safe delivery service”• Values• Treat people as you'd like to be treated.• Produce the best for less.• Measure, manage and share what's important.• Think big and grow.• Incentivise what you want to change.• Set the bar high, train, never stop learning.• Promote from within.• We are not ordinary, we are exceptional.

Positioning strategy

• The marketing and advertising strategies have placed Dominos at the desirable benefit level very successfully.

• The desirable benefit which they offer is that they can deliver a pizza that too fresh one within 30 minutes. This should not be considered as product attributes rather a service which is accompanying the product.

• Thus the brand positioning of Domino’s through its versatile ads guarantees its association with an image of high quality fresh pizza which is delivered on time.

• This way the customers get to enjoy a delicious pizza within 30 minutes and that too just sitting at home. Thus Domino’s has created a niche in pizza market through brand positioning very successfully. 

SEGMENTATION

• Geographic • Region – dominos outlets in different countries is a way of

segmenting their market• according to region and finding out potential markets.• City – they also segment the cities as class i, class ii, metros,

small towns.• Demographic• age – under 13years, 13 to 21 years21 to 35 years, 35 to 50

years, 50+ years.• family income – lower middle class, middle class, upper

middle class, high class

TARGETING

• Dominos pizzas have target the families who like to go out for dinner once in a week.

• They also target teenagers of school.

• Spending habits of college freshmen also indicates a high percentage of money being spent on non-essential items.

• Dominos pizza has made delivery services for those customers who like to have pizzas in their home with their families or friends.

SWOT Analysis

Characteristics Of Services @ Domino’s

•Intangibility: It is impossible for the service users to taste, feel, see, smell or possess a service before they buy it.

•Heterogeneity: People based services are susceptible to heterogeneity, or variation in quality.

•Perish ability: Unused service capacity of one time period cannot be stored for use in future time periods.

•Inseparability: The production of a service cannot be separated from its consumption by customers. Services are produced and consumed simultaneously

7P’S OF DOMINO’S

• 7Ps – • Product• Price• Promotion• 4 Place• 5 People• 6 Process• 7 Physical Environment

Traditional 4Ps extended to encompass growth of service industry

PRODUCT @ Domino’s• The very brand name ―Domino's adds value to the products

available in the store.

• The quality and the hygiene of the pizzas and the other add-ons are taken care of by the company or the franchisees by way of training to the employees.

• Domino's also takes pride on the innovation of many new products and ideas.

PRICE @ Domino’s• General perception prevails that pizza prices are expensive and cannot be afforded

by many, but Domino's pizza prices will make you think twice about that statement.

• Domino's also provide lots of offers and deals that give your much discounted pizza prices.

• First off, customers can get Pizza mania pizzas for prices as low as Rs. 39/- which no other pizza chain offers in the country.

• The regular size Simply Veg pizzas start from Rs. 60/- onwards and they have pizzas up to around Rs. 500/- .

• Domino's caters to all price ranges so that customers can always find a pizza price that fits their pocket.

PHYSICAL EVIDENCE @ DOMINO’S

• Logo

• Simple Parking space

• Good Infrastructure

• Use of Modern Technology Equipments.

• Clean and Friendly Services.

PROCESS @ DOMINO’S

• 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'.

PEOPLE @ DOMINO’S • 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

PLACE @ DOMINO’S

• Domino's Pizza stores are established in almost 50 countries and they have got more than 8,000 stores worldwide.

• The Domino's stores are centrally located and in a manner convenient for the people to walk in and also convenient for the deliverers to do their job.

• The distribution channel followed by the company is mostly through takeaways, telephone ordering and online ordering.

• The pizzas are delivered by way of scooters at their door step.

• In order to maintain the quality of the pizzas, they are carried in a heat wave bag so that they can deliver hot and tasty pizzas to their customers

PROMOTION @ Domino’s 

• Pizza Order Discount: Domino's offers its customers a number of discount and other promotions on purchasing Domino's pizza.

• Dominos start providing coke/fanta/sprite as per their contract with Coca Cola Limited.

• Dominos started pizzas mania which start from Rs 39 and we get the toping according to our choice.

• Web coupons available at web site www.dominos.co.in • Discounting coupons are being provided with every item purchased. • New schemes at regular interval of time according to the taste of the INDIAN

customer

Service flower SERVICE

FLOWER

FOCUS STRATEGY OF DOMINOS

Service focused

unfocused

Fully focused Market focused

Breadth of service offeringsNumber of market served

Narrow

many

few

wide

SERVICE BLUE PRINT OF DOMINOS ( HOME – DELIVERY )

Physical Evidence

CustomerActions

Line of interaction

Service Providing Actions

Line of visibility

BackstageActionsLine of internal interaction

Support Process

Building

Road Signs

Call dominos

Phonerings

Dominos Pamphlets

Menu board

Product

Packaging food

Take ways

3 minsAutomated

voice

Hold for few mins

Place order

Waiting mins

Pickup pay &

eat

Automated message plays

Pain points

Picking up call & place customer

on hold

Take order from the customer

Send out for delivery

Put order on computer

Make the pizzas

Package the Pizza

Process the orders

Checking that the Pizzas are sent to

the correct location

• Dominos compete against regional and local companies as well as national chains, Pizza Hut and Papa John’s®.

• We generally compete on the basis of product quality, location, image, service and price.

• We also compete on a broader scale with quick service and other international, national, regional and local restaurants.

• In addition, the overall food service industry in particular are intensely competitive with respect to product quality, price, service, convenience and concept.

• The industry is often affected by changes in consumer tastes, economic conditions, demographic trends and consumers’ disposable income.

COMPETITION

INTERNAL MARKETING

• Young and enthusiastic team.

• Domino's vision. • Bonus scheme incorporating profit. • What's up Dominos session

INTERACTIVE MARKETING

• Dominos promises their customers safe and friendly services free of cost.

• E home delivery.

• Domino's heat wave.

• Domino's Pizza strives to be the best pizza delivery company in the world.

• Delivers more than just hot pizzas.

EXTERNAL MARKETING • Home delivery specialist.

• Dominos bring out the 'WOW' effect. • Domino's serve its customers on time. • Every order is hand-made.

DIAL : 44448888

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