Prepared by:Surya Kant Jain -120
Raminder Kaur- 113
Naveena Biswas- 75
Type: Public company (NYSE)
Area served: Worldwide
Founders: Ypsilani, Michigan United state (June 10, 1960)
Headquarter: Ann arbor, Michigan, United states
Key people: Tom Monaghan, Founder, J.Patrick Doyle, CEO
Products : Pizza, Breadsticks, Pasta, Chicken wings, Desserts.
Revenue: $265 Million USD (2013)
2nd largest Pizza chain in US.
Domino’s outlet in India opened in 1996
9000 corporate and franchised stores across 60 nations and 602 stores
From inception, Domino’s logo contained three dots which was
Tom Monaghan’s original vision.
Their sights were firmly set on.
a) Building a dynasty of three locations.
b) Monopolizing pizza delivery.
c) Develop a triangulation delivery strategy
in a small concentrated area.
" Exceptional people on a mission
to be the best pizza delivery company
in the world "
Procurement of raw materials
Raw materials like wheat, baby corn, tomatoes and spices are
got, out of which wheat was bought in from jalandhar and
then sent to the commissaries in refrigerated trucks.
4 commissaries (Regional Centralized Facilities)
Mobile & Tablet App
Dominos has distributes in 4 regions
Simple Parking space
Use of Modern Technology Equipments.
Clean and Friendly Services.
Self service system.
Hungry Hotline Facility.
Domino's believes strongly in the strategy of 'Think Local and Act
Domino's constantly strives to develop products that suit the tastes of
Domino's Pizza India also boasts about its`` commitment to serve its
customers on time by implementing the "30 MINUTES OR FREE"
Appropriately trained for delivering the service.
Personality development and grooming sessions.
Recruiting young, enthusiastic and dedicated employees.
Providing 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
INTERNAL MARKETING EXTERNAL MARKETING
Home delivery specialist.
Young and enthusiastic team.
Bonus scheme incorporating profit.
What's up Dominos session
Dominos bring out the 'WOW' effect.
Domino's serve its customers on time.
Every order is hand-made.
E home delivery.
Domino's heat wave.
Delivers more than just hot pizzas
Dominos promises their customers safe and
friendly services free of cost.
BCG Matrix can help understand a frequently made strategy
mistake: having a one-size-fits-all-approach to strategy,
Porter’s 5 forces
BARGAINING POWER OF CUSTOMERS
Switching costs are low.
THREAT OF NEW ENTERANTS
volume and not differentiated.
Speedy and reliable channels are essential among all firms.
The products that they need are high
The saturation in the industry is huge.
Cost disadvantages are significant.
Lot of substitutes.
POWER OF SUPPLIERS
Of SUBSITUTE PRODUCT
Switching costs are nearly zero. Thus finding To many substitute exist in the industry.
a second options is easy.
Customers bargaining power is likely to be
The threat of substitutes is very high.
WITHIN AN INDUSTRY
High rivalry among firms.
Huge number of companies offering the
Four Cs vs. Four Ps
of Marketing Mix
Most companies concentrate on
Domino’s Pizza has leveraged
the four Cs or Consumer’s Viewpoint the four Ps that are the cornerstone
of many marketing strategies
in every new product and promotion.
Market follower strategy (initially)
Product, one of the four Ps of the marketing mix, is an area
where the market leader continues to influence Domino’s.
“Competition forces change the Market Followers”
First change to the product offering after three decades
In 1989, introduced a deep-dish pizza.
New Product to the menu- An answer to a competing
After that Continuous Marketing focus on PRODUCT
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
age – under 13years, 13 to 21 years21 to 35 years, 35 to 50 years, 50+
family income – lower middle class, middle class, upper middle
class, high class
Dominos pizza shave 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.
Pizza Hut has made delivery services for those customers who like to
have pizzas in their home with their families or friends.
India’s Pizza Delivery expert and market leader in the organized pizza
home delivery segment announced the launch of their new brand
“Yeh Hai Rishton Ka Time”.
After spending four years with the emotional proposition of Happiness
„Khushiyon ki Home Delivery‟.
Domino’s Pizza endeavours to deepen the engagement with
consumers, through its new brand positioning that focuses on
relationships and bonding.
Market Share in India
Overall organized Pizza Market
Home delivery segment
Need & Brand Relationship
Need family:- Satisfying Hunger
Product family:- Food
Products class:- Italian
Product type:- Pizza, Pasta and Beverages
Item:- Cheese Burst Pizza
Veg pizza 1
• Cheese tomato
Veg pizza 1
>double cheese margherita
Veg pizza 2
>mexican green wave
Non Veg Food
Simply non veg
• Cheese and
Non Veg 1
• Spicy chicken
Choco lava cake
Non veg 2
• Keema do
• Chicken golden
• Non veg
• Cheese and
Product Life Cycle
High Cost of delivery System
• Whole new infrastructure had to be set up as the model was new to India
• Supply chain had to be created
Slow sales volumes to start
• Eating exotic food home delivered against the trend
• Heavy advertising and promotion
Almost no competition
• Pizza hut was the only competitors offering similar product
Demand had to be created
• Customers have to be prompted to try the product with campaigns like “Hungry
Makes no money at this stage
Product Life Cycle: Growth Stage
Costs reduced due to economies of scale
• Same store sales growth increased 37% in 2010
Sales volume increases significantly
• 56% growth in year 2010
Profitability begins to rise
• 72 new stores added in FY year 2010-11 totaling 378
Public awareness increases
• Total number of cities covered increased from 69 to 90
• Entry in tier 2 and tier 3 cities
• New marketing campaign with “Khusiyon ki Home Delivery” to reflect changing
Increased Competition with new entrants
• Latest entry of Pap John Pizza
• Pizza Hut increasing its delivery network and opening only "take-away" stores
Increased competition leads to price decreases
• Rs 35 Pizza introduced to attract new customers
• Value pricing
We offer Domino'S Pizza Boxes, Pizza is not merely a loaf of bread but has radically changed the
eating habits across the world.
Similarly Pizza Boxes are not simply card board or paper boxes! Pizza Boxes offer carry-home
convenience for today fast-paced urban consumers and greatly enhance your company bottom
line by adding incremental volume to the business.
Form:- Small, Medium & Large.
Feature:- Veg And Non-Veg.
Customization:- possible with customers ordering their own toppings
for the pizza
Durability:- 4 hours
Reliability:- hygienic and reliable
Style:- round in shape
Ordering ease:-Telephone, Online, Mobile & Tablet App.
Delivery:- Within 30 minutes.
Installation:- Domino’s Apps.
Customer Training:- Given on grooming and communication.
Maintenance:-The restaurants are clean.
Returns:- Satisfied stomach.
Product mix pricing
Product line pricing:- Rs.39, 150, 255, 355, 620.
Captive-product pricing:- If pizza base is not there then coating is
not possible and vice versa .
By-product pricing:- Electricity, Without bike & petrol it can’t be
home delivered to the customer .
Product-bundling pricing:1) Pure bundling:- Two pack of pizza.
2) Mixed bundling:-pizza,coke&chocolawa.
Since Domino’s conception in 1960, they have proved to be a successful
company. The decline in the economy posed a threat for them along with people becoming more
health conscious, forcing Domino’s to lean towards healthier options. But Domino’s has shown
they are remaining competitive by expanding internationally.
Their international sales have been a large asset to their profitability. Like any business, they have
challenges of becoming internationalized in ways such as different preferences and menu items.
With Domino’s working
hard to expand more into India and other countries, it is becoming much harder for other
companies to follow in their footsteps.
Domino’s is trying to stay in front of their competitors, Pizza Hut, McDonalds & Papa John’s.
Domino’s continues to look promising in the future with
the pizza industry becoming more popular. And with the strong brand image that Domino’s has
built over the years, the company is pushing to remain strong in the pizza industry.
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