1. (RETAIL)SALES AND DISTRIBUTION MANAGEMENT
TIME :….hrs
Marks :50
Instructions:-Q1 is compulsory carrying 14 marks
Attempt any 2 from remaining questions …Q2 to Q5 ..12 marks each
Q3 is compulsory carrying 12 marks..6 marks each
Q1.Read the case and answer the questions given below
Pizza
TODAY, pizza account for 5 percent of the quick service (food), but the market is projected to
grow 40 percent over the next five years.
TO sink its teeth into the Indian market, Domino’s had reinvent two important market factors. One
retailing-by bringing into the Indian market the new concept of integrated home delivery system
from a network of company stores within 30 minutes of the order being placed. Two, localizing’
the taste to suit consumers palates.
Domino was efficient in delivering the pizza on time. It worked its way into the Indian mindset was
the promised 30-minutes delivery. The chain offered compensation of Rs 30 off the price tag if
there was a delay. In the US where time-management was clearly not the issue and the 30
minute delivery time was taken for granted, the total satisfaction guarantee is what it emphasized.
If the customer was not satisfied with the pizza, the company either re-makes it or gives the
customer the refund. But overall, the 30-minutes delivery time is common template for Domino’s
globally.
Domino has the largest retail network in the fast-food segment in India with 101 outlets across 40
cities. For its promised delivery to work, Domino’s emphasis on logistics, principally the distances
orbit from a retail outlet. The radius decided was the international parameter within 3 to 4 km. But
chain has a presence, Domino’s pizzas are delivery in vans; in India, the delivery is taken care of
in a scooter or a moped. The reason, Indian’s chronically congested roads and the unpredictable
traffic system made van delivery a risky preposition. Instead used Heat-wave a hot bag using
patented technology that kept pizzas oven hot till the customer’s doorstep.

2. Domino’s schedule was unique in pizza-making process. There is an 11-minute schedule
followed: one minute for taking down the order, one for pizza making (rolling out the dough and
placing the toppings_ six minutes oven-time and three minutes for packing, sealing and exit. The
sales personal was trained to work within the 11 minute time frame, which is the international
Domino’s standard.
According to Domino’s officials the retailing success was due to empowerment of staff who
emphasis on ‘safe delivery person (SDP). Sales personal are trained to take collective
responsibility, which was the reason selling concept has clicked. Even there are allowed to take
decision on special discounts and offer of free pizzas to regular and valued customers. The team
also takes decision on inventory levels, indenting, administration and hygienic requirements, cost
management, top-line and bottom line accountability and so on. These are followed by systematic
consumer re-dressal system. Most of the personnel are between 18 to 20 age group, and expect
to a point to empower them to take critical decisions, as there an off-chance that a lapse occur. In
certain circumstances the sales persons make it point to call up to the customers and personally
apologize, even if it involves making STD calls. This is to ensure the Domino’s goodwill persists.
Case Study Questions:
1. As strategic international marketing what steps were taken by Domino to enter the Indian
market?
2. In a country like India, do you think it is feasible for Domino to maintain an out-let within
radius of 3-4 kilometers? Apart from 30-minutes delivery, what highlighted the Domino’s
operations?
Q2) What do you mean by ‘ sales management’ ? Explain the functions of sales department.
Q3) What is personal selling ? Explain the process involved in personal selling ?
Q4) Explain warehousing as an part of channel distribution?

3. Q5) Explain whole selling as an part of channel distribution ?
Q5) WRITE SHORT NOTES ON : (ANY 2 ) ……6 marks each
1: Qualities of a sales executive
2: Types of incentives you can offer to your sales force
3: Objectives of sales management
4. Types of transport