This project is a group effort of all the
members. Everyone has played an equal role
in completion of the project. We would like to
thank our teacher Mrs Pratibha Verma for her
eminent help and guidance. We would like to
further mention that this an original work
based on research and newspaper articles.
• COMPANY’S PROFILE
• SWOT ANALYSIS
• SMART MARKETING
• PRICE DISCRIMINATION AND DISCOUNTING
• OUT OF DOOR TIME
• ONLINE SEVICES
The pizza industry is a highly competitive and
mature market. There are many pizza makers
ranging from local pizzerias to international
franchises such as Domino’s and Pizza Hut. With the
current health kick in today’s society as well as
economic downturn, many companies are being
forced to make healthier, cheaper products. Many
other companies are introducing salads into their
menu. The popularity of the Internet as well as
mobile commerce is transforming the original ways
of ordering a pizza.
• In 1960, Tom Monaghan and his brother,
James, purchased DomiNick's, a small
pizza store in Michigan.
• In 1965, Monaghan renamed the
business Domino's Pizza, Inc. In 1967, the
first Domino's Pizza franchise store
opened in Ypsilanti.
• The company logo was originally planned
to add a new dot with the addition of
every new store, but this idea quickly
faded, as Domino's experienced rapid
• The three dots represent the stores that
were open in 1969. Reflecting Domino's
growth, the company had expanded to
200 stores by 1978.
• Domino’s Pizza, Inc. (Domino’s) is a pizza delivery company in the
• As of January 1, 2012, it operated through a network of 9,742
Company-owned and franchise stores, located in all 50 states and in
more than 70 international markets
• Their Domino's pizza stores in India are generally located in
neighbourhood markets in urban areas. They also operate pizza
stores located in food courts in shopping malls and in institutional
• Currently, there are 411 Domino's stores in India and plans are afoot
to expand the brand’s footprint further into the Indian heartland.
“Exceptional people on a
mission to be the best pizza
delivery company in the
• Domino’s is a very recognizable brand name
throughout the world and is the leader in the
pizza delivery and takeout business. Domino’s
continues to operate throughout the United
States as well as in over 55 other countries.
Large number of outlets even in small cities and towns.
Home delivery service within 30 minutes
Quick service at outlets
Provision of offers and discount coupons
Lack of variety
Outlets lack space
Ambience is not upto expectation
No option for birthday parties and corporate lunch
Growing fast food chain –scope of expansion
Take away counters
Ambience can be worked upon
Large variety of food items
• Pizza Hut
• Café coffee day
• Papa John’s pizza
• Mc Donald’s
Large number of competitors which includes:
No take away counters
• Four and a half per cent of the turnover of each
Dominos franchise store goes into a fund used for
national marketing of the Dominos brand . The
marketing fund is used to develop high-profile
communications such as the sponsorship of
Britain’s Got Talent, The Simpsons and the X-
• Television advertising remains the drug of choice
for most fast-food businesses although Dominos
has also joined the flood of companies seeking to
establish and build an effective social media
presence through Facebook, Four Square and
other social network sites. A case in point is that a
Domino’s iPhone app already delivers 3-4% of
• Price discrimination has been successful for
the business. The Two for Tuesday promotion
has been so effective.
Price discounting is the mid week help to
smooth the pronounced ups and downs of daily
sales during a normal week.
These techniques generate extra revenue and
grows volumes – all helpful to franchisees with
large fixed overhead costs.
Four Cs vs. Four Ps
of Marketing Mix
Domino’s Pizza has leveraged
the four Cs or Consumer’s
in every new product and
Most companies concentrate
the four Ps that are the
cornerstone of many
• They have sponsored the setting up of Pizza
Societies at numerous universities in India.
• Pizza eating is less popular among people
aged 55 and over, but younger generations
have become used to the Dominos model,
the commercial opportunities are sizeable
from these age groups.
• Dominos focuses a metric known as “out of
the door time” – the time it takes between
new orders being placed online or in store and
the ready to eat pizza leaving the store en
route to the customer.
• Domino's Pizza had a guarantee that
customers would receive their pizzas within 30
minutes of placing an order or they would
receive the pizzas free.
• In Malaysia and Singapore, a refund is instead
substituted with a "Free Regular Pizza
• In India, the guarantee is valid for an order of
less than 4 pizzas.
• Domino’s not only relies on call-ins and walk-
ins, but also utilizes the Internet to help their
• Domino’s website even offers coupons or
special deals on specific menu items that
continually attract more customers. Domino’s
offers various types of pizzas, along with many
styles of crusts.
Gains Made By Domino’s
Domino’s has made gains in three key measures:
1. Penetration i.e. the percentage of all
2. The frequency with which a customer re-
3. The average value on the receipt ticket from
• Within the short term, Domino’s should focus on making
more coupons available to their customers.
• They could also offer specials for limited time. This would
help combat their tough competition as well as their
• The company can also focus on improving their online
ordering procedures. In addition, Domino’s could also
improve their strategies of pizza delivery.
• In the long run, Domino’s should focus on improving their
• base, which would increase their market share. They could
also look into making new products specific to the location
of the store as well as adding more variety to their menus
with the changes in tastes and preferences of their
• Dominos, the second largest pizza chain in the world is a
customer's satisfaction oriented firm and not a profit
oriented because of this they have been able to grow in
the market so well.
• Domino's strongly believes that their relationships with
customers is a two way relationship i.e. - people want to
give feedback and they expect to be listened to if they are
not listened the brand will fail.
• Domino's not only believes in providing their customers
with good food but also by providing them with perks
like free coupons , delivery within 30 minutes or the
pizza would be free , providing the pizza in store within