Marketing starategy of Dominos Pizza India

1
CHAPTER I- INTRODUCTION
1.1 OBJECTIVES OF THE STUDY

To find out the customer gap , i.e., what customers expect from
company on various parameters and what they actually perceive.


To find out the motivational factor which insist customers to
choose Domino’s.


To understand general spending habit of consumers


To understand important satisfaction factors



The Comparison of expenditure done by the consumers on eating
out and on Domino’s.



To know the various factors or services where Domino’s is
supposed to work hard in order to improve the overall experience
of the customers.


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1.2 QUICK-SERVICE RESTAURANT INDUSTRY IN INDIA
QSR or fast food concept was introduced in India about a decade and a half ago
when American brands like McDonalds, KFC, Domino’s Pizza and Pizza Hut
entered into the Indian market. These brands have undergone the initial challenge
of charting the new territory and today have not only found acceptance but are part
and parcel of Indian consumer’s dining habits. The brands which have recently
entered in India are Quiznos and Dunkin’ Donut. Now, more of the American
brands like Denny’s, Pollo Tropical, Applebee’s and Johnny Rockets are ready to
take plunge in Indian QSR market. India's quick service restaurant market worth
$13 billion is growing 25-30 percent a year on the back of a generation of young
and increasingly wealthy consumers with an appetite for western tastes. In the past,
most of the multinational food brands have opted for franchise model to enter and
or grow their footprint in India and the trend has only increased over the years
because now more and more franchisees observe corporate-like culture and high
professional standards leading to enhanced profitability. At present the market size
and growth projection between organized and unorganized food retailing industry
stands as follows:
16%
UNORGANIZED 45% UNORGANIZED
ORGANIZED 55% ORGANIZED
84%

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KEY DRIVERS IN INDIAN QUICK SERVICE RESTAURANTS
LOW PENETRATION OF MODERN RESTAURANT OUTLETS
India and the rest of South Asia have a low penetration of modern restaurants
compared to more developed markets. Most developed markets have more than 0.5
outlets per 1,000 people – Japan has 1.1, Canada has 1.0 and the US has 0.7 while
the penetration in most South Asian countries is equal to (as in India’s case) 0.2.
This represents a growth opportunity for Jubilant Foods Works (JFL) in India
where competition and the entrance of new players via franchises have intensified
over the years.
ATTRACTIVE DEMOGRAPHICS
India enjoys attractive demographics in terms of population growth, a large
younger base (the under-25 age group represents close to 54% of the total
population). Growing income levels and increase in purchasing power has led to a
higher spending capacity which provides a huge opportunity for penetration for the
food services sector
RISING URBANIZATION
Ordering in or eating out is more prevalent in the cities and towns than in
the rural areas. The average spends on ordering in the Tier 1 or Tier 2 towns
is double the average spends in the Tier 3 towns.

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CHANGING FOOD HABITS AND EATING OUT CULTURE
Increased individual incomes and growth in middle class has impacted greater
demand for convenience foods. Eating out or ordering in meals for consumption at
home has become a popular trend. According to the Technopak Report 2009,
ordering in or bringing in meals from restaurants is a fairly common practice, with
two out of three households in India having done so in one month. In fact, most
who have ordered in or brought food from outside have done it multiple times.
STILL LOW SHARE OF THE MARKET FOR FOOD & BEVERAGES
CONSUMED AWAY FROM HOME
Only 2% of monthly expenditure on food bought from outside or ordered-in by
households in India is spent on pizzas and pastas on a monthly basis. There is a
clear opportunities for QSR players like JFL to encourage eating out, given the low
base in India. Food and drinks consumed outside the home (restaurants, street
stands) represent only 19% of total food and drinks spending.

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1.3 HISTORY
Like most corporate success stories, Domino's started out small - with just one
store in 1960. Domino's Pizza originated as a small pizza store owned by
Dominick Di Varti at the Michigan University campus in the US under the name
'Dominick's Pizza'. The pizza store was bought by two brothers who were
students at the University, Thomas S. Monaghan (Tom) and James S. Monaghan
(James) in 1960.It was re-christened Domino's Pizza in 1965.

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1.4 INTRODUCTION
Domino’s vision: Exceptional people on a mission, to be the best pizza delivery
company in the world.
Jubilant Food Works Ltd. (formerly Domino's Pizza India Ltd) was incorporated in
March 1995 as the master franchisee for South Asia Pacific, of Domino's Pizza
International Inc., of USA. Moreover, the company holds the master franchisee
rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.
Shyam S.Bhartia and Mr. Hari S. Bhartia of the Jubilant Group are the promoters
of the company. Since inception, Domino's Pizza India Ltd. has proceeded to
become one of the largest and fastest growing international food chains in South
Asia. The first Domino's Pizza store in India opened in January 1996, at New
Delhi. Today, Domino's Pizza India has grown into a countrywide network around
411 outlets in 95 cities.

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CHAPTER II – RESEARCH METHODOLOGY
2.1 STRATEGIES
POSITIONING WAR
When Domino's entered the Indian market, the concept of home delivery was still
in its nascent stages. It existed only in some major cities and was restricted to
delivery by the friendly neighborhood fast food outlets. Eating out at 'branded'
restaurants was more prevalent.
GOING PLACES
Domino’s has selected their store locations wisely with focus on shopping malls,
multiplex complexes, metro stations, highways, offices spaces not only in Tier-1
but has also extended their foot print in Tier-2 and Tier-3 cities reaching out to a
larger consumer base.
LOCALIZING THE MENU
Since its entry into India, Domino's introduced new toppings for Pizzas to cater to
the local tastes. Different flavours were introduced to cater to local population.
BRAND BUILDING THROUGH ADVERTISING
Domino's and Pizza Hut initially restricted their ad strategy to banners, hoardings
and specific promotions. In August 2000, Domino's launched the
'Hungry Kya? (Are You Hungry)' sequence of advertisements on television. In
2009 Domino’s rolled out a new campaign 'Khushiyon ki Home Delivery', to

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promote the home delivery service of its latest offering. The campaign has been
created by Contract Advertising and positions the home delivery of pizza and pasta
as a very convenient service.
PRICING AND PROMOTION WARS
Through its 'Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas at
the rate starting at Rs 156. This has helped the speciality food franchise to enhance
the strength of its customer base. Domino's has introduced price cuts, discounts to
attract the customers. They offer comeback value to their customer.

SERVICE BLUEPRINT OF DOMINO’S:

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SERVICES MARKETING TRIANGLE
Company
Internal marketing External marketing
Employee Customer
Interactive Marketing
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.


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
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.



Delivers more than just hot pizzas.


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2.4 METHODOLOGY
QUESTIONNAIRE DESIGN
The questionnaire designed was in the form of online form, in which closed-ended
questions were used. Some questions were having the options which were
Nominal in nature and some questions were having the options which were
Interval or Scale in nature.
Data Sources:
The process of data collection for this study was entirely primary.
Research Approach:
The approach was in the form of a online survey of the respondents. As this was
an online survey, so other relevant hidden information such as why, why not etc.,
could not be received by the respondents.
Sample Size:
The sample size taken for this study is only 31[24 male and 7 female]
Sampling technique:
Convenient sampling
Contact method:
Mailing the online form to many of the people, whose contacts in our E-MAIL ads.
And apart from this the questionnaire link was floated on the facebook.

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2.5 ANALYSIS
MONTHLY SPENDING EATING OUT
1. More then half (66.67%) of the people spending Rs100-300 on eating
out spends less then RS 100 on domino’s.
2. Large group of people (83.33%) spending Rs.300-600 on eating out
spend 100-300 on domino’s
3. The people spending Rs600-900 on eating out are divided equally in the
categories less then 100, 100-300 and 300-500.
4. The people spending 900 and above spends on domino’s in every above
mentioned denominations (less then 100, 100-300, 300-500,500 and above)
5. The no. of people spending less the 100 is more as compared to others
.

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ONLINE ORDERING
Out of the total respondents 67.74% did not make orders online because of
the following reasons:-
1. Lack of awareness among the customers about the online order system of
domino’s.
2. As placing order online required connectivity of internet and a computer so
it is not always available to the customer.
3. Telephone ordering is more convenient then internet.

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MOTIVATIONAL FACTORS BEHIND CHOOSING DOMINO’S
1. For Large group of respondents (41.94%) service quality is one of the major
motivation factors. The good thing about domino’s service is there timely
delivery that is in just 30 min and simultaneously the quality they deliver is
also good.
2. 29.03% of the respondents answered price as the motivation factor behind
choosing domino’s as the prices of the domino’s product is comparatively less.
This also includes the prices of pizza mania which costs only Rs 39 per pizza
and can be affordable by each and every customer visiting domino’s.
Very less no of people answered ambiance as the motivation factor because the
ambiance of domino’s outlets is not that much good and attractive.

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OVERALL SATISFACTION--REGRESSION ANALYSIS
Coefficientsa
Unstandardized Standardized 95.0% Confidence
Coefficients Coefficients Interval for B
Lower Upper
Model B Std. Error Beta t Sig. Bound Bound
1 (Constant) 5.082 1.280 3.971 .001 2.428 7.737
FACTOR-Food Taste -.139 .197 -.174 -.705 .488 -.548 .270
FACTOR- Quality .307 .240 .351 1.278 .214 -.191 .805
FACTOR-Ambience -.319 .277 -.304 -1.150 .262 -.894 .256
FACTOR-Brand .109 .286 .088 .381 .707 -.484 .703
Image
FACTOR-Staff -.287 .184 -.342 -1.559 .133 -.668 .095
Behavior
FACTOR-Price -.015 .163 -.021 -.094 .926 -.354 .323
FACTOR-Delivery .067 .222 .080 .301 .766 -.394 .528
Time
FACTOR-Discounts -.144 .145 -.215 -.988 .334 -.445 .158
Given
a. Dependent Variable: overall_satisfaction
OVERALL SATISFACTION
=5.082-0.139*FOOD TASTE+0.307*QUALITY-0.319*AMBIENCE
+0.109*BRAND IMAGE-0.287*STAFF BEHAVIOR-0.015*PRICE
+0.067*DELIVERY TIME-0.144*DISCOUNTS
FOOD TASTE - The coefficient for FOOD TASTE is -0.139. So for every unit
increase in FOOD TASTE, a 0.139 unit decrease in OVERALL
SATISFACTION is predicted, holding all other variables constant.
QUALITY- The coefficient for QUALITY is 0.307. So for every unit increase in
QUALITY, a 0.307 unit increase in OVERALL SATISFACTION is predicted,
holding all other variables constant.

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AMBIENCE-The coefficient for AMBIENCE is -0.319. So for every unit
increase in AMBIENCE, a 0.319 unit decrease in OVERALL SATISFACTION
is predicted, holding all other variables constant.
BRANDIMAGE- The coefficient for BRAND IMAGE is 0.109. So for every
unit increase in BRAND IMAGE, a 0.109 unit increase in OVERALL
STAFF BEHAVIOR-The coefficient for STAFF BEHAVIOR is -0.287. So for
every unit increase in STAFF BEHAVIOR, a 0.287 unit decrease in OVERALL
PRICE-The coefficient for PRICE is -0.015. So for every unit increase in
PRICE, a 0.015 unit decrease in OVERALL SATISFACTION is
predicted, holding all other variables constant.
DELIVERY TIME-The coefficient for DELIVERY TIME is 0.067. So for
every unit increase in AMBIENCE, a 0.067 unit increase in DELIVERY
TIME is predicted, holding all other variables constant.
DISCOUNTS-The coefficient for DISCOUNTS is -0.144. So for every unit
increase in DISCOUNTS, a 0.144 unit decrease in OVERALL
SIGNIFICANCE VALUE:
The coefficients of all the variable are less than 0.05[95% confidence interval]
So all the coefficients are not significantly different from 0.
From the above analysis it is clear that Quality, Brand image and Delivery time has
positive impact in overall satisfaction of consumers. Domino’s should maintain the
current performance level in those factors. But other factors have an negative
impact on overall performance. So Domino’s should work upon on those factors.

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SERVICE QUALITY ANALYSIS
Reliabili
ty
Responsiv Assuranc
e- ness
Service
e
Quality
Attributes
Empathy Tangibles
SERVIVE QUALITY DIMENSION OF DOMINO’S-RELIABILITY
RELIABILITY- CONSISTENCY IN PERFORMANCE
FACTORS :
I. WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT
DOES SO?
II. DOMINO'S PIZZA ITEMS HAVE AN EXCELLENT
QUALITY?
Consistency Analysis of factors by SPSS:
For expectation- . CRONBACH'S ALPHA= 0.83>0.7,
Which indicates high overall internal consistency among the 2 factors representing
reliability.

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For perception- . CRONBACH'S ALPHA= 0.72>0.7,
reliability.
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1RELIABILITY[EXPECTED] 4.855 31 .2644 .0475
RELIABILITY[PERCEIVED] 3.548 31 .6874 .1235
So the customer gap=customer expectation on reliability dimension-
customer perception on reliability dimension=1.3065
In this case null hypothesis was there is no significant difference
between reliability[expected] and reliability[perceived].
But the significance value=0<0.05[95%confidence level]
So null hypothesis was rejected means there is significant difference between
expected reliability and perceived reliability. So there is a significant customer
gap exist in this service quality dimension.

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SERVICE QUALITY DIMENSION OF DOMINO’S-RESPONSIVENESS
RESPONSIVENESS-BEING WILLING TO HELP
FACTORS-
I. SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT
SERVICE
II. EMPLOYYES OF DOMINO'S ARE ALWAYS WILLING
TO HELP YOU
III. SALES PEOPLE IN DOMINO'S ARE NEVER BUSY TO
RESPOND YOUR REQUEST
responsiveness.
responsiveness.
Pair 1RESPONSIVENESS[EXPECT 4.403 31 .4145 .0744
ED]
RESPONSIVENESS[PERCEI 3.731 31 .6066 .1089
VED]

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Paired Samples Test
Paired Differences
95% Confidence
Std. Interval of the
Std. Error Difference Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)
Pair RESPONSIVENESS[EXPECTED] .6720 .6865 .1233 .4202 .9238 5.451 30 .000
1 -
RESPONSIVENESS[PERCEIVED]
So the customer gap=customer expectation on responsiveness dimension-customer
perception on responsiveness dimension=0.6720
between responsiveness[expected] and responsiveness[perceived].
expected responsiveness and perceived responsiveness in consumers’ mind. So
there is a significant customer gap exist in this service quality dimension.
SERVIVE QUALITY DIMENSION OF DOMINO’S-ASSURANCE
ASSURANCE-INSPIRING TRUST AND CONFIDENCE
FACTORS-
I. EMPLOYEES OF DOMINO'S HAVE THE KNOWLEDGE
OF ALL THE ITEMS AND PRICE
II. YOU HAVE FAITH ON BRAND DOMINO'S

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assurance.
assurance.
Pair 1ASSURANCE[EXPECTED] 4.516 31 .5984 .1075
ASSURANCE[PERCEIVED] 3.484 31 .5550 .0997
So the customer gap=customer expectation on assurance dimension-
customer perception on assurance dimension=1.0323
between assurance[expected] and assurance[perceived].
expected assurance and perceived assurance in consumers’ mind. So there is
a significant customer gap exist in this service quality dimension.

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SERVIVE QUALITY DIMENSION OF DOMINO’S-EMPATHY
EMPATHY-TREATING CUSTOMERS AS INDIVIDUALS
FACTORS-
I. DOMINO'S EMPLOYEES PROVIDE SPECIAL ATTENTION
TO CUSTOMERS
II. DOMINO'S HAS OPERATING HOURS THAT
ARE CONVENIENT TO ALL ITS CUSTOMERS
empathy.
empathy.
Pair 1EMPATHY[EXPECTED] 4.694 31 .4218 .0758
EMPATHY[PERCEIVED] 3.371 31 .7413 .1331

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So the customer gap=customer expectation on empathy dimension-
customer perception on empathy dimension=1.3226
between empathy[expected] and empathy[perceived].
So null hypothesis was rejected means there is significant difference
between expected empathy and perceived empathy in consumers’ mind. So
SERVIVE QUALITY DIMENSION OF DOMINO’S-TANGIBLES
TANGIBLES-REPRESENTING THE SERVICE PHYSICALLY
FACTORS-
I. DOMINO'S ITEMS AND PACKAGINGS
II. DOMINO'S LOGO ATTRACTS YOU
III. DOMINO'S EMPLOYEES’ APPEARANCE
IV. AMBIENCE OF DOMINO'S

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V. YOU CAN EASILY RECOGNIZE DOMINO'S EMPLOYEES
BY THEIR VEHICLE AND DRESS
VI. DISCOUNTS PROVIDED BY DOMINO'S
tangible.
tangible.
Pair 1TANGIBILITY[EXPECTED] 4.624 31 .3495 .0628
TANGIBILITY[PERCEIVED] 3.581 31 .5390 .0968
So the customer gap=customer expectation on tangible dimension-
customer perception on tangible dimension=1.0430

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between tangible[expected] and tangible[perceived].
So null hypothesis was rejected means there is significant difference
between expected tangible and perceived tangible in consumers’ mind. So
Company profiles
Domino's Pizza
The current Domino's logo introduced in 2012.
Type Public
Traded as NYSE: DPZ
Industry Restaurants
Founded Ypsilanti, Michigan on June 10, 1960
Headquarters Domino Farms Office Park
Ann Arbor Charter Township, Michigan, United
States
Area served Worldwide
Key people Tom Monaghan, Founder
J. Patrick Doyle, CEO

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Products Pizza, pasta, chicken wings,submarine
sandwiches,wraps, desserts
Revenue $1.7 billion USD (2012)
Employees 145,000
Website www.dominos.com
Jubilant Foodworks
Type Public company
Traded as BSE: 533155
NSE: JUBLFOOD
Industry Restaurants
Founded 16 March 1995
Headquarters Noida, Uttar Pradesh, India
Number of
locations
619 outlets (30 September 2012)
Area served India, Nepal, Sri Lanka, andBangladesh

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Key people
 Shyam S. Bhartia (Chairman)
 Ajay Kaul (CEO)[1]
Services Master franchisee for Dunkin' Donuts branches in
India andDomino's Pizza branches in India,
Nepal, Sri Lanka and Bangladesh
Revenue 6780.7 million(US$110 million)(2010)
Net income 720 million (US$12 million)(2010)[2]
Employees 15,000[3]
Parent Jubilant Bhartia Group
Website www.jubilantfoodworks.com

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CHAPTER III- CONCLUSION AND APPENDIX
3.1 SUGGESTIONS AND CONCLUSIONS
From the study we understood that in which front Domino’s is lacking behind from
perspective of service qualities. Highest customer gap exists in reliability whereas
in case of responsiveness this is lowest.
Keeping the sentiments of Indian customers in mind and services offered by
Domino’s and Keeping our study focused on some of the key –areas of sensitivity
of customers preferences (analysis of factors which affects the preferences).
We can conclude that Domino’s should focus on the following factors:
1.Price
2.Ambience
3.Staff behavior
4. Quality of Pizzas
And Domino’s should try to lessen the customer gap in all the dimensions of
service quality—by improving following factors—
1. Keeping promise of 30 minutes delivery
2. Providing better quality of Pizzas Sales people should be more helpful
3. Sales people should be aware of all the items and prices
4. Operating hours—11 a.m to 11 p.m should be extended for delivery[online
and telephonic]
5. There should be a promotional activity to push up online ordering
6. Sales people should provide special attention to individual customers-it will
help to build relationship-as a result of that no. of repeat purchase would
increase.
7. Domino’s should focus on improvement of ambience in outlets.
We would not be surprised if Domino’s faces a huge bump in sales after improving
in the mentioned factors.

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3.2 APPENDIX
QUESTIONNAIRE-Managing Marketing Service Operations
PROJECT
DOMINO'S
* Required
How many times a month do you eat out? *
 None 
 1-2 
 3-5 
 6-10 
 MORE THAN 10 
What is the amount approximately you spend in a month at eating out? *
 Below 100 
 100-300 
 300-600 
 600-900 
 900 & Above 
How many times a month do you order from Domino's *
 None 
 1-2 
 3-5 
 6-10 
 MORE THAN 10 
 Other: 
What is the approx money you spend at dominos? *

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 Less than100 
 100-300 
 300-500 
 500 & Above 
What is the most important factor you consider while choosing domino's? *
 Price 
 Service Quality 
 Ambience 
 Delivery Time 
 Brand Image 
whar factors do you consider for choosing domino's second time?[satisfaction factor] * (Rate
from 1 to 5; 5 being highest[MOST IMPORTANT]and 1 being lowest[LESS IMPORTANT)
1 2 3 4 5
Food Taste
Quality
Ambience
Brand Image
Staff Behavior
Price
Delivery Time
Discounts Given
What is the level of overall satisfaction you have with domino's? *
 Very Poor 
 Poor 
 Average 
 Good 

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 Excellent 
What is your take on the pizza mania menu of domino's? *
 Value For Money 
 Increased Your consumption of pizza 
 Better than other QSR's 
How you get to know about Domino's? *
 Television Advertisement
 Suggestion from friends/ relatives
 Newspapers 

 Internet 

 Other: 
Have you tried the online ordering service of domino's? *
 Yes 
 No 
WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT DOES SO * (Rate from 1 to
5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
DOMINO'S PIZZA ITEMS HAVE AN EXCELLENT QUALITY * (Rate from 1 to 5; 5
being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?

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1 2 3 4 5
WHAT DO YOU
PERCIEVE?
SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT SERVICE * (Rate from 1 to 5; 5 being
highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
EMPLOYYES OF DOMINO'S ARE ALWAYS WILLING TO HELP YOU * (Rate from 1 to
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
SALES PEOPLE IN DOMINO'S ARE NEVER BUSY TO RESPOND YOUR REQUEST
* (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
EMPLOYEES OF DOMINO'S HAVE THE KNOWLEDGE OF ALL THE ITEMS
AND PRICE * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

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YOU HAVE FAITH ON BRAND DOMINO'S * (Rate from 1 to 5; 5 being
highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
DOMINO'S EMPLOYEES GIVE SPECIAL ATTENTION TO CUSTOMERS * (Rate from 1 to
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
DOMINO'S HAS OPERATING HOURS THAT ARE CONVENIENT TO ALL ITS
CUSTOMERS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1
being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
DOMINO'S ITEMS AND PACKAGINGS ARE ALWAYS NEAT AND CLEAN * (Rate from 1
to 5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
DOMINO'S LOGO ATTRACTS YOU * (Rate from 1 to 5; 5 being highest[STRONGLY
AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?

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1 2 3 4 5
WHAT DO YOU
PERCIEVE?
DOMINO'S EMPLOYEES APPEARANCE ARE ALWAYS VERY GOOD * (Rate from 1 to
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
AMBIENCE OF DOMINO'S * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1
being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
YOU CAN EASILY RECOGNIZE DOMINO'S EMPLOYEES BY THEIR VEHICLE
AND DRESS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?
YOU ARE PLEASED WITH DISCOUNTS GIVEN BY DOMINO'S * (Rate from 1 to 5;
5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

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Your suggestion to improve service quality of Domino's?
Age *
 Below 20 
 20-30 
 30 & Above 
Gender *
 MALE 
 FEMALE 
Name *

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3.3 BIBLIOGRAPHY
Websites
www.google.com
www.slideshare.com
www.scribed.com
www. wikipedia.org/wiki/Domino'sPizza
www. wikipedia.org/wiki/Jubilant_FoodWorks
www.dominos.co.in
www.dominos.com

Marketing starategy of Dominos Pizza India

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