Dominoz and Pizza hut marketing mix

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Dominoz and Pizza hut marketing mix

  1. 1. DOMINO’S PIZZA
  2. 2. 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
  3. 3. 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
  4. 4. 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.
  5. 5. SWOT ANALYSIS
  6. 6. 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
  7. 7. THANK YOU DIAL : 44448888
  8. 8. Promotion- Dominos
  9. 9. ABOUT PIZZA HUT • Founded on 15 June 1958 by Dan and Frank Carney in their hometown of Kansas. • Its a wholly owned subsidiary of Yum! Brands Inc. which is the world’s largest restaurant company. • Its anAmerican restaurant chain and international franchise. • It offers different style of pizzas along with appetisers, beverages and desserts.
  10. 10. MARKETING MIX •PRODUCT •PRICE •PROMOTION •PLACE
  11. 11. PIZZA HUT OFFERS
  12. 12. My Marketing Strategy • Launch a new scheme of buy 1 get 1 free called “Pizza Pe PaisaVasool!!!” • Applicable on week days i.e. from Monday to Friday. • Monday- Soup & Salad,Tuesday- Appetisers, Wednesday- Pizza,Thursday- Pasta and Friday- Beverages & Desserts. • Advertise this scheme via the conventional media i.e on television, billboards, social media and in newspapers.
  13. 13. Promotion- Pizza Hut 1
  14. 14. DOMINOS VS. PIZZA HUT
  15. 15. ANALYSIS: STRENGTH PIZZA HUT  Strong brand image  Unmatchable quality and variety  Hygiene  Excellent quality  Customer satisfaction DOMINO’S PIZZA  More outlets even in smaller towns.  Less than 30 mins home delivery.  Low price  Excellent offers  Customer satisfaction  Quick service at outlets
  16. 16. ANALYSIS:WEAKNESS PIZZA HUT  Inadequate advertisements.  Inadequacy of outlets.  High prices  Lack of parking facilities at outlets. DOMINO’S PIZZA  Lack of variety  Outlets lack space  Ambience not up to mark  No special option for birthday parties and corporate lunches.
  17. 17. Dimension of Comparison Dominos Pizza Hut Unique Selling Proposition (USP) 30-minute Home Delivery Frame Dining Experience Market Penetrations strategy – Redefining their recipes a)Customizing the recipe as per the “Different Regions”; then adding taste factor. b) Simplified ordering system – SINGLE toll free number. c) Very fast growth in terms of number of outlets: from 1(1996) to 101(2001) a)Redefining the recipes suiting the Indian tastes “No differentiation region-wise” b) No such provision in Pizza Hut’s case. c) Pace of growth was slow. Juts 19 outlets in the same period of time 4P
  18. 18. Dimension of Comparison Dominos Pizza Hut Product Pizza - High Localization; even based on different regions. Trendsetter in localization. Recipe redefining as per the Indian taste. Following Dominos in localization. However; opened 100% vegetarian restaurant. Customization based on Religion – Jain City specific – Hyderabad(Halal meat) Price Initially high price; as key ingredients sourced from Australia and Spain. Competition with Pizza Hut resulted in Price cuts, discounts. Initially high price; as Pizza Hut offer “Comeback Value to our customer” because of its USP – Dining Experience.
  19. 19. Dimension of Comparison Dominos Pizza Hut Promotion Introduce Pizza mania (Large Pizza – Rs.129/-) Discount coupons Tie-up with Discovery Channel – Co branding Direct Mailing and Pizza Training Classes Campaign like – Pan in your Name Innovative Menu – Pizza Pooch menu and Pizza Pooch Birthday Package One Rupee Pan deal Barah nahin to Tera scheme Place Most robust and efficient Supply Chain – resulted in to reduce cost. Strategic set up of commissaries for raw material supply. Tie up with real estate consultant. Targeting on non traditional outlets like Corporate office, Not much focused on supply chain; rather focused on “dining Experience”

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