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MARKET RESEARCH AND STRATEGIES OF DOMINOS

NTCC TERM PAPER (MINOR PROJECT)

SECOND YEAR (2016-2017)

ABHISHEK MALOO

BBA - SEC. A

Submitted To – Dr. Saloni Pahuja

CERTIFICATE OF ORIGIN

This is to certify that I, Mr. Abhishek Maloo, a student of Under Graduate degree in BBA (G) – Sec. A 2015-2018, Amity School of Business, Noida has worked under the able guidance and supervision of Dr. Saloni Pahuja.

 This term paper report has the requisite standard for the partial fulfillment the Under Graduate Degree in Business Administration. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research.

I am aware that in case of non-compliance, Amity School of Business is entitled to cancel the report.    

        

Signature:

       Name of student:  ABHISHEK MALOO

        Enrollment No. : A3906415030

Sign. Of Project coordinator   Sign. Of Faculty guide

Acknowledgement

I would like to express special thanks of gratitude to my teacher Ms. Saloni Pahuja who gave me the opportunity to do the project on topic of Dominos Marketing plan. Without her able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible.

        

Signature of student

DECLARATION

I, Abhishek Maloo (Enrollment No. A3906415030) hereby declare that I have completed this project on my own and have not copied any text from anywhere or used any unfair means to help me in the completion of this project.

Abhishek Maloo

BBA.Sec.A

Roll No. – 41

A3906415030

TABLE OF CONTENTS

S.No. Contents

1 EXECUTIVE SUMMARY

2 ABSTRACT

3 INTRODUCTION

4 LITERATURE REVIEW

5 RESEARCH METHODOLOGY

6 DATA ANALYSIS

7 DISCUSSION OF RESULT

8 FINDINGS

9 CONCLUSION AND RECOMMENDATION

10 REFERENCES

11 BIBLIOGRAPHY

EXECUTIVE SUMMARY

 

Mr. Tom Monaghan is the Founder of Dominos. Dominos pizza is the most famous pizza brand all over India and abroad. Dominos came to India in 1996 with a Noida based company known as Jubilant Food Company.

Dominos have a wide range of products to offer and the range it offers is loved by one and all.

Dominos because of its everyday innovation and excellence is able to be ahead of its competitors by having new kinds of pizza's, its variety of bases and different varieties of combos and meals.

Dominos does very intelligent marketing and is able to  kick the right kind of audiences with its advertisement and the audience is very well attracted towards it and really appreciates it.

Dominos in every country is the most popular brand  just because of one simple strategy i.e. GLOCAL MARKETING.

Wherever Dominos is located in the world locally adapts to the country and make the bases, toppings, of pizza inspired by the local spices that are available in that particular country and that particular city.

In India Dominos has gone to the deepest, it has adapted to the taste and preference of each state and city and that is the main reason that people finds it home like and prefer a Dominos pizza over PHD or PAPA JOHNS.

Its innovative marketing moves like pizza tracker, 30 min delivery etc. helps the company to be really advanced from its competitors.

So in all the Dominos is loved by one and all from a child to an elderly citizen.

ABSTRACT

Dominos Pizza is a very well – known pizza brand and from the past 15 years they are successfully serving pizza and

Other fast food items to their customers. There are more than 11000 corporate and franchise restaurant stores in all

Over 70 countries.

In U.S.A it is the second largest pizza selling brand

INTRODUCTION

Dominos pizza was started by Tom Monaghan in 1960.

The first outlet of Dominos was opened in India in 1996.

Jubilant Food Works Ltd. , a Jubilant Bhartia Group company holds the Master Franchise rights for India , Nepal , Sri Lanka and Bangladesh

Revenue

70% from home deliveries

30% from OTC sales

Dominos had the largest network in fast food segment in India with 101 outlets across 40 cities.

It has a very interactive website and offers variety of products like Pizzas, Pastas, Breadsticks, Cheese Dips, Beverages, Chicken Wings, Choco Lava Cake, Truffle Mouse Cake, Choco Pizza and a lot of different Pizza bases and toppings to select from.

1847087626200

*Actual image of Dominos website.

OBJECTIVES

TO STUDY MARKETING STRTEGY OF DOMINOS

TO ANALYZE HOW DOMINOS IS BETTER THAN ITS COMPETITORS

TO STUDY THE COMPANY'S PROFILE BY APPLYING VARIOUS METHODS LIKE

SWOT ANALYSIS

4P's

QUALITY MANAGEMENT

TO IDENTIFY DOMINOS WORKING STARTEGY   

LITERATURE REVIEW

Kozinets, R.V (2002)- The promotion strategy of Dominos has been discussed that how Dominos has used the social media platform to gain mass audience. With the help of techniques like netnography, content mining on social media platforms Dominos has been extremely benefitted. With the help of the insights from these techniques Dominos is able to target the market much better and gives business decisions a competitive advantage.

Singh, N.P (2007): The Indian consumer likes to visit the fast food outlets like Dominos for fun and change. The consumers have the highest value for taste and quality followed by ambience and hygiene.

Tandon, S (2012): Dominos has been able to design a customer relationship program with direct marketing as a tool and rolled it out nationally. Dominos is the most preferred outlet in organized pizza category and is the largest international chain in the country. The focus of the case was on how Dominos can more effectively attract more premium customers through direct marketing.

RESEARCH METHODOLOGY

This project purely depends on secondary data to gain background information followed by collection of data. To collect the data various sources like research papers, e-journals, reference books and sources from the internet have been used. Newspaper articles were also read to remain updated about the latest happenings.

DATA COLLECTION

center345313VISION & MISSION @ DOMINOS

00VISION & MISSION @ DOMINOS

VISION

“Exceptional people on a mission to be the best pizza delivery company in the world”

MISSION

“KHUSIYON KI HOME DELIVERY”

center-491490HOW DOMINOS EXPANDED

HOW DOMINOS EXPANDED

center371475Domino's Pizza Inc.

(The brand owner)

Domino's Pizza Inc.

(The brand owner)

281940133972500

center62865DOMINOS PIZZA GROUP LTD.

(MASTER FRANCHISE)

DOMINOS PIZZA GROUP LTD.

(MASTER FRANCHISE)

   

27127203009900097536030099000265303029400500

4537633311150Dominos Pizza Enterprise

00Dominos Pizza Enterprise

234131479548DOMINOS UK

DOMINOS UK

527240538989000

118872078740Jubilant Food Works Ltd.

0Jubilant Food Works Ltd.

2589530111760004008755398780AUSTRALIA

SOUTH KOREA

NEW ZEALAND

FRANCE

BELGIUM

AUSTRALIA

SOUTH KOREA

NEW ZEALAND

FRANCE

BELGIUM

1240790311785INDIA

SRI LANKA

NEPAL

BANGLADESH

00INDIA

SRI LANKA

NEPAL

BANGLADESH

center76200PRINCIPLE DOMINOS  FOLLOW:

00PRINCIPLE DOMINOS  FOLLOW:

The people they serve and the customers they make are the first and most prior to them.

Dominos always wants to excel making loyal customer base.

Achieving every day excellence.

center72718GLOBAL STRATEGIC OBJECTIVES

0GLOBAL STRATEGIC OBJECTIVES

Competitive growth.

Establishing fast and reliable delivery model.

Establishing network of company owned stores as well as master franchise stores.

New innovation in terms of both product quality and technology.

Focusing on local market penetration by stores networks and knowledge management.

    

1180690108913MARKETING STRATEGY

MARKETING STRATEGY

The company's major focus is on promoting their website and applications available on the iOS and Android platform.

With the help of online ordering more customers will engage and the customers would get the order at their home itself.

With the help of app and website the time wasted previously ordering on phone would be highly minimized.

With the Dominos application, dinner doesn't have to be stressful. Putting dinner on table is now easy, simple, and entertaining.

Parents can now order a meal for the family with just a few taps on their smartphone.

Continuous addition of different types of pizza's, its base, and the sides.

The latest addition to the pizza list are “Quattro Formaggi Burst Pizza” and “Choco Pizza” which have given them a heavy advantage over their competitors.

These kinds of pizzas are very unique and have been introduced for the very first time in India.

center7530403Primary activities

Primary activities

-8551404373245Support activities

Support activities

-7517783259599center72377714424524418494Use of technology to improve delivery services and efficiency

00Use of technology to improve delivery services and efficiency

4277033872804HUMAN RESOURCE MANAGEMENT

00HUMAN RESOURCE MANAGEMENT

-4719483371358FRANCHISE ACQUISITION AND INFRASTRUCTURE

00FRANCHISE ACQUISITION AND INFRASTRUCTURE

-18085784344890Margin

00Margin

DATA ANALYSIS

center67447PRODUCT VALUE CHAIN

0PRODUCT VALUE CHAIN

-4572002234565Product development and improvements to existing menu

00Product development and improvements to existing menu

42018862691766Marketing and Advertising

00Marketing and Advertising

5225142676525Delivery materials to stores

00Delivery materials to stores

-4354292691765Ordering raw materials/ ingredients

00Ordering raw materials/ ingredients

29552902711450Delivery of product to customers

0Delivery of product to customers

16793932685415Taking order from customers

0Taking order from customers

left47625000center-5924284 C's

04 C's

-437515279069The basic idea behind Dominos 4C's is that they very well manage with customers having difficulties in their orders or want to serve a better experience to their customers by selling their products at a very basic cost which is very well affordable even by a middle class person .

They have made the ordering of pizza so convenient that even a kid can call them and have his/her pizza customized as per his/her choice.

They have very well communicated themselves in the market and from a school going kid to elderly citizen knows the brand and loves the product that Dominos has to offer.

00The basic idea behind Dominos 4C's is that they very well manage with customers having difficulties in their orders or want to serve a better experience to their customers by selling their products at a very basic cost which is very well affordable even by a middle class person .

They have made the ordering of pizza so convenient that even a kid can call them and have his/her pizza customized as per his/her choice.

They have very well communicated themselves in the market and from a school going kid to elderly citizen knows the brand and loves the product that Dominos has to offer.

right47625000center-7212174 P's

04 P's

-4572003879124PRODUCT:

Dominos is generally famous for its fresh and hot pizza. The boxes in which they deliver the pizzas are specially designed to keep the pizza hot and fresh. Dominos offer both vegetarian and non-vegetarian pizzas.

The key decision they took was to become localized. They launched variety of pizzas with respect to the place they were established in.

Dominos pizza is available in three different sizes i.e. Regular (1 person), Medium (2-4 persons), Large (5-6 persons).

Dominos also deals in other food items like Calzone pockets, Garlic bread sticks, Taco Indiana, Pasta Italia, Chicken wings, Choco Lava Cake, Butterscotch Mousse cake with beverages like Thumps-Up, Fanta, Coca-Cola, Pepsi, Mountain Dew have also been introduced.

00PRODUCT:

Dominos is generally famous for its fresh and hot pizza. The boxes in which they deliver the pizzas are specially designed to keep the pizza hot and fresh. Dominos offer both vegetarian and non-vegetarian pizzas.

The key decision they took was to become localized. They launched variety of pizzas with respect to the place they were established in.

Dominos pizza is available in three different sizes i.e. Regular (1 person), Medium (2-4 persons), Large (5-6 persons).

Dominos also deals in other food items like Calzone pockets, Garlic bread sticks, Taco Indiana, Pasta Italia, Chicken wings, Choco Lava Cake, Butterscotch Mousse cake with beverages like Thumps-Up, Fanta, Coca-Cola, Pepsi, Mountain Dew have also been introduced.

-811369-811369Dominos have variety of pizza crusts to offer like Fresh pan pizza, Cheese burst pizza, Quattro Formaggi Pizza, Whole wheat crust pizza. The buyer can also choose from various toppings and different kinds of Cheesy dips.

PRICE :

Dominos main target segment is lower middle class and middle class people, to give them a never before like experience. Best of quality with reasonable pricing is its motto. Dominos over the years have a uniform and consistent policy pricing. With the help of this Dominos is able to keep a check on its base price and attract more customers.

Affordability is key to superb success of this company. Many schemes and special discount are offered at regular intervals. Like on Friday's 1+1 pizza offer is available . Because of the variety in sizes it is very affordable for a customer to choose the size of his choice and the price is also charged against that size.

PLACE :

Dominos have a direct channel with its customer base .

The customers call by telephone for pizza delivery.

The customers can also place their order online through the official website and then comes the confirmatory call.

The customers can place a order through the official Dominos Application.

The most common method of eating a pizza is to dine-in the Dominos outlet. Dominos have many outlets in very prestigious locations.

PROMOTION:

Television

Social Media – Facebook, Twitter, Google+.

Through messages- WhatsApp, Messenger.

 

00Dominos have variety of pizza crusts to offer like Fresh pan pizza, Cheese burst pizza, Quattro Formaggi Pizza, Whole wheat crust pizza. The buyer can also choose from various toppings and different kinds of Cheesy dips.

PRICE :

Dominos main target segment is lower middle class and middle class people, to give them a never before like experience. Best of quality with reasonable pricing is its motto. Dominos over the years have a uniform and consistent policy pricing. With the help of this Dominos is able to keep a check on its base price and attract more customers.

Affordability is key to superb success of this company. Many schemes and special discount are offered at regular intervals. Like on Friday's 1+1 pizza offer is available . Because of the variety in sizes it is very affordable for a customer to choose the size of his choice and the price is also charged against that size.

PLACE :

Dominos have a direct channel with its customer base .

The customers call by telephone for pizza delivery.

The customers can also place their order online through the official website and then comes the confirmatory call.

The customers can place a order through the official Dominos Application.

The most common method of eating a pizza is to dine-in the Dominos outlet. Dominos have many outlets in very prestigious locations.

PROMOTION:

Television

Social Media – Facebook, Twitter, Google+.

Through messages- WhatsApp, Messenger.

 

426154-571436SWOT ANALYSIS OF DOMINOS

SWOT ANALYSIS OF DOMINOS

   

39374932162266THREATS:

Changing trend towards healthier lifestyles.

High competition from independent pizza shops.

Increase of labour and food prices.

Better quality and variety from competitors.

00THREATS:

Changing trend towards healthier lifestyles.

High competition from independent pizza shops.

Increase of labour and food prices.

Better quality and variety from competitors.

2918460556260WEAKNESS:

Serves high calorie, high fat food.

High employee turnover

Ambience not up to expectations.

No option for birthday parties and corporate lunches

00WEAKNESS:

Serves high calorie, high fat food.

High employee turnover

Ambience not up to expectations.

No option for birthday parties and corporate lunches

left2060300OPPORTUNITIES:

Growing fast food market – Scope of expansion.

Introduce new varieties at frequent intervals.

Gain stronger hold of online and mobile orders.

Improved efficiency.

Improved home delivery services.

Introduce new toppings that are region specific.

Go after emerging markets.

00OPPORTUNITIES:

Growing fast food market – Scope of expansion.

Introduce new varieties at frequent intervals.

Gain stronger hold of online and mobile orders.

Improved efficiency.

Improved home delivery services.

Introduce new toppings that are region specific.

Go after emerging markets.

140785384912STRENGTHS:

Largest Worldwide Pizza chain.

Large menu selection.

Leader in online and mobile ad's.

More outlets – Even in smaller towns.

Customer Satisfaction.

Low Price.

Excellent offers.

Brand Image.

Efficient supply chain.

00STRENGTHS:

Largest Worldwide Pizza chain.

Large menu selection.

Leader in online and mobile ad's.

More outlets – Even in smaller towns.

Customer Satisfaction.

Low Price.

Excellent offers.

Brand Image.

Efficient supply chain.

left20885300

    INTERPRETATIONS:

The interpretations that we can draw out from the SWOT analysis is that Dominos has a lot of Strengths and Opportunities with it and if it just works upon its weakness and threats Dominos can definitely beat its competitors by a very great margin.

Dominos have to maintain its strengths and add the opportunities to its Strength list and minimize the weakness and should work upon its threats so that Dominos can minimize the risk of losing the market share.

center-647363QUALITY MANAGEMENT

0QUALITY MANAGEMENT

center147320FOR QUALITY MANAGEMENT DOMINOS FOLLOWS THE 5 MAJOR STEPS:

Tight agreements with suppliers.

Food technologist are hired for high quality check to ensure the legality, safety and consistency.

Regular food audit program to ensure quality of food.

Regular consumer feedbacks.

Service delivery excellence in ensuring quality.

00FOR QUALITY MANAGEMENT DOMINOS FOLLOWS THE 5 MAJOR STEPS:

Tight agreements with suppliers.

Food technologist are hired for high quality check to ensure the legality, safety and consistency.

Regular food audit program to ensure quality of food.

Regular consumer feedbacks.

Service delivery excellence in ensuring quality.

  Comparative Analysis

center69255THE COMPETITION

00THE COMPETITION

center17780V/S

00V/S

1910613688955&

00&

PIZZA HUT

159986429569Digital ordering = 30% of deliveries and carry out traffic

Launched the application on iOS and Android devices and has GPS enabled capabilities

More emphasis on TV commercial to increase mobile efforts.

“INNER CRUST” reward program.

0Digital ordering = 30% of deliveries and carry out traffic

Launched the application on iOS and Android devices and has GPS enabled capabilities

More emphasis on TV commercial to increase mobile efforts.

“INNER CRUST” reward program.

center261003To beat Dominos sale recently launched the Triple Treat box at just Rs. 599

Launch of the all new e- gift card. Send to any person in just 30 seconds.

30 min. or free pizza policy

0To beat Dominos sale recently launched the Triple Treat box at just Rs. 599

Launch of the all new e- gift card. Send to any person in just 30 seconds.

30 min. or free pizza policy

right39476400

PAPA JOHNS

right2583182013 mobile ad campaign with Pandora's iPhone app.

Rewards campaign program

Email blast urges consumers to download the Viggle mobile app to check in, play games.

Addition of the cheese splash pizza crust at just Rs.100.

International Brand Image gives it a huge benefit to boost up its sales.

It has only a few outlets in India: majorly located in Delhi, Mumbai, Chennai, Bangalore & Hyderabad.

02013 mobile ad campaign with Pandora's iPhone app.

Rewards campaign program

Email blast urges consumers to download the Viggle mobile app to check in, play games.

Addition of the cheese splash pizza crust at just Rs.100.

International Brand Image gives it a huge benefit to boost up its sales.

It has only a few outlets in India: majorly located in Delhi, Mumbai, Chennai, Bangalore & Hyderabad.

13137856077200

left30078930 Minutes or free scheme: A customer has to order an amount maximum up to Rs. 400 only. If the order is large and it exceed Rs. 400 the scheme does not apply.

SERVICE INNOVATION :

LAUNCHING OF ONLINE COUPONS: The customer just have to show the online coupon and the barcode of that coupon and then the coupon gets validated.

THE COUPON BOOKLET: The customers can also buy the coupon booklet and can avail that offer.

0030 Minutes or free scheme: A customer has to order an amount maximum up to Rs. 400 only. If the order is large and it exceed Rs. 400 the scheme does not apply.

SERVICE INNOVATION :

LAUNCHING OF ONLINE COUPONS: The customer just have to show the online coupon and the barcode of that coupon and then the coupon gets validated.

THE COUPON BOOKLET: The customers can also buy the coupon booklet and can avail that offer.

left-854075INNOVATIVE MARKETING MOVES

00INNOVATIVE MARKETING MOVES

center8670700

69405515557500

center-649672PIZZA TRACKER:

The most innovative move of Dominos yet is the launch of its Pizza Tracker. With the help of this a customer can easily track its order right from the beginning of placing the order to getting it delivered to its home.

00PIZZA TRACKER:

The most innovative move of Dominos yet is the launch of its Pizza Tracker. With the help of this a customer can easily track its order right from the beginning of placing the order to getting it delivered to its home.

19299158405300

ON MOBILE

PHONE

center-544927THE BEST EMPLOYER

0THE BEST EMPLOYER

As we know that Dominos is such a gigantic company, it has its retail store all over India and has employed many employees because of which it created such a massive amount of job opportunities for the people.

Really each and every person related to Dominos either its customer or its employees are really blessed.

     FINDINGS

The marketing strategy that it uses is Glocal strategy i.e. (GLOBAL+LOCAL) strategy.

The strategies that Dominos uses to compare from its competitors and find the company's worth in market and in the eyes of consumer are: 4P, 4C, SWOT, Quality Management.

It is far above from its competition like Pizza Hut and Papa Johns on the basis of service and quality.

The principle that Dominos bank upon are firm and flexible.

The techniques that Dominos uses are very innovative and very advanced in comparison to its competitors.

The vouchers and coupons that Dominos gives to its customers are always changing and not stagnant.

The range that Dominos offer is very huge and mouth-watering.

The range doesn't only limit to pizza but it includes pastas, garlic bread, Choco lava Cake, Mousse cake, Choco Pizza etc.

Dominos mobile application is also very easy to use and the mobile app has made it a lot easier to order a pizza.

The Dominos has been ranked the best employer company because a company can only succeed when its employees are happy.

Conclusion and RecommendationDominos is India's most preferred Pizza brand and the way Dominos has maintained its quality and service is very good and if it continues to do so no company can beat Dominos in its market share.

Dominos has done its promotion in such a way that the market it taps, is on target and people of all age group enjoys its pizza.

Dominos due to its continuous innovative techniques is able to tap newer segment of market every time and never lets its customer down.

Dominos employees are also very happy because of its various schemes for its employees like: Employee of the month, the best employee gets various monetary benefits etc.

So all in all Dominos know how to make its customers and its employees happy.

Recommendation:

Dominos is a very huge pizza tycoon and always aim to be the No. 1 in what it gives to its customers and is not stagnant and satisfied to what the company is providing right now but is advancing with time and technology.

References

Kozinets, R.V (2002). Analytical study of Strategies of Dominos (2002).

Singh, N.P (2007). Consumer perception about fast food in India (2007).

Tandon, S (2012). Driving business growth through Consumer engagement.

Bibliography

http://www.dominos.co.in/https://online.pizzahut.co.inhttp://www.papajohns.com/international/https://en.wikipedia.org/wiki/Dominos_Pizza

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