Domino's Pizza was founded in 1960 and has since expanded to over 9,000 franchised stores worldwide. It is currently the largest pizza chain in terms of global retail sales. In India, Domino's first opened in 1996 and is the market leader in the pizza delivery segment with around 65% market share. The company focuses on product upgrades, targeting families and students, and positioning based on uniqueness, variety, and quick delivery. It engages in various CSR initiatives around road safety, environmental conservation, and disaster relief. A recommendation is to enhance offerings, utilize larger outlets, and provide birthday/corporate event facilities.

2. GROUP-8
Subham Das

3. Contents
• History
• Present market scenario
• Franchise chain
• Marketing mix
• Service innovation
• Ordering ways
• Swot analysis
• Marketing strategies
• STP analysis
• Market shares in India
• CSR
• Recommendation

4. History
In 1960, Tom Monaghan, along with his brother James
1st founded “DOMNICK’S”.
In 1965, it was renamed as DOMINO’S PIZZA.
In 1967, the first Domino's Pizza franchise store opened
in Ypsilanti.
In 1978, it open 200 resturants all over USA.
In 1983, it establish its business from 200 to 5000
restaurants.
On May 12, 1983, Domino's opened its first international
store, in Winnipeg, Canada.

5. Present market scenario……
Today there are 9000 frenchised stores all over the
world.
According to ACSI it ranked No.1 in guest satisfaction.
It acquires the world leader position in pizza delivery
segment.
Domino’s
Headquarte
r

6. Domino’s in India
In Sep 24, 2009, the
company was known
as Domino’s Pizza
India Limited
Jubilant Food Works
Limited holds the
Master Franchisee
Rights thereafter
First store in India in
January 1996, at
New Delhi

7. Franchise Chain
Domino’s Pizza
(the brand owner)
Domino’s UK & IRL Plc.
Domino’s Pizza Group Ltd
(master franchise)
Domino's Pizza Enterprises
Australia
South
Korea
New
Zealand
France
Belgium
Netherlands
Principality
Jubilant Food Works Ltd
(Previously
Domino’s Pizza India Ltd)
India
Nepal
Sri Lanka
Banglades
h

8. Four Ps
of Marketing Mix
. Most companies concentrate on
the four Ps that are the cornerstone of
many marketing strategies

9. Products Offered
Pizzas
Sandwiches
Pasta
Desserts
Chicken wings

10. PRICE

11. PLACE
Dominos has distributed itself into 4 part basing
on Demography i.e.
Eastern Region
Western Region
Northern Region
Southern Region

12. Promotion Medium
Television
Internet (Social Networks)
Games
Sponsorships

14. Service Innovation
Coupons
Tracker

15. Ordering ways
Telephone
Order online
Mobile & Tablet App

16. Telephone
HAPPINESS HELPLINE
68886888

17. Online
Ordering
represents a
significant
portion of
Domino’s
sales

18. Sales from apps are
approaching $140
million per year, or
about 5 percent of
Domino’s top line

19. Strengths
> Worldwide presence
> Leader in pizza delivery
industry
> Strong brand image
> Strong network with its
franchisees
Weaknesses
> Experienced a decline in
their
store sales
Opportunities
> Growth opportunities in India
and China
> Services on mobile devices
Threats
> Competition of the pizza
delivery
industry
> Increase in health
awareness
> Increase of labor and food
prices
SWOT
Analysis

20. Marketing Strategies
Market follower strategy (initially)
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
products
After that Continuous Marketing focus on PRODUCT
UPGRADES.
Now a days it is applying market challenger strategy.

21. Segmentation :
• Geographic
a) Region
b) City
• Demographic
a) Age
b) Family income

22. Targeting :
• Dominos target those families who want to go out
for dinner once in a week.
• Teenagers of school and colleges.
• They focuses those customers who like to have
pizzas at home with their families & friends.

23. Positioning:
• Uniqueness & taste
• Varieties
• Home delivery
• Quick delivery (30 mins)

24. Market Share in India
Overall organized Pizza Market
50%50%
Domino’sOthers
Home delivery segment
65%35%
Domino’sOthers

25. competator

26. CORPORATE SOCIAL
RESPONSIBILITY(C.S.R)
 NATIONAL ROAD SAFETY AWARENESS
PROGRAMME
 BEACH CLEANING ACTIVITY
 ORGAN DONATION DRIVE
 Go PEACE CAMPAIGN
 Planted about 15000 or more trees in the place
place of their functioning

27.  SAHYOG CAMPAIGN
 Flood relief to victims of Kashmir &
Uttarakhand
 RAAHAT EK ABHIYAAN
 More than 5000 woolens clothes were donated
to needy children of Delhi
 NUTRITION
 Fight Against Hunger
 With PAN India network committed to focus
on eradication of malnutrition.

28. Field study

29. OUR RECOMMENDATION
• Outlet Should be more Spacious
• Variety of offerings should be enhanced
• Birthday parties and Corporate lunch
facility should be included

30.  