Domino's Pizza was founded in 1960 in Michigan and has since expanded to over 9,700 stores globally. Their vision is to be the best pizza delivery company in the world. Domino's targets families, teenagers, and college students. Their positioning focuses on delivering fresh, high-quality pizza within 30 minutes. Domino's uses a variety of marketing strategies including discounts, coupons, and targeting specific demographics. They face competition from other pizza chains like Pizza Hut but differentiate through quality, service, and price.

1. ANSHUMAN NANDA(14DM003)
GEETI GOURAV PATI(14DM022)

2. INTRODUCTION
 Founded in 1960 by Tom Monaghan
 The first delivery outlet was launched at Michigan named 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

3. Mission & Vision
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”

4. 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.

5. 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

6. 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.

7. SWOT Analysis

8. Characteristics Of Services
•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

9. 7P’S OF DOMINO’S
 7Ps –
 Product
 Price
 Promotion
 Place
 People
 Process
 Physical evidence

10. PRODUCT
 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.

11. PRICE
 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.

12. PHYSICAL EVIDENCE
 Logo
 Simple Parking space
 Good Infrastructure
 Use of Modern Technology Equipments.
 Clean and Friendly Services.

13. PROCESS
 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'.

14. PEOPLE
 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

15. PLACE
 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

16. PROMOTION
 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

17. Service flower S
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18. COMPETITION
 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.