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AMSIMR

ACADEMIC YEAR: 2011-2012

MMS-4

SUBJECT: SERVICE MARKETING

TOPIC: DOMINOS

NAME: JOME MATHEW

ROLL NO: 21

DIV: B

SUBMITTED TO:

Prof. NEHA GUPTA

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Introduction

In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza store in

Ypsilanti, Michigan near Eastern Michigan University. The deal was secured by a US$75 down

payment and the brothers borrowed $900 to pay for the store. Eight months later, James traded

his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company,

Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza

franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot

with the addition of every new store, but this idea quickly faded as Domino's experienced rapid

growth. The three dots represent the stores that were open at the time (1969). By 1978, the

franchise opened its 200th store.

Jubilant Food Works Limited, a Jubilant Bhartia Group Company holds the Master Franchisee

Rights for Dominos Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has been

listed on the Indian bourses recently. Prior to Sep 24, 2009, the company was known as

Dominos Pizza India Limited and underwent a name change, rest of the terms remaining the

same. The promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and Jubilant

Enpro Private Ltd. Dominos Pizza opened its first store in India in January 1996, at New Delhi.

Today Dominos Pizza India has grown into a countrywide network of more than 378 stores (as

on 31st March, 2011) with a team of over 11,000 people. According to the India Retail Report

2009, we were the largest Pizza chain in India and the fastest growing multinational fast food

chain between 2006-2007 and 2008-2009 in terms of number of stores.

Over the period since 1996, Dominos Pizza India has remained focused on delivering great

tasting Pizzas and sides, superior quality, exceptional customer service and value for money

offerings. They have endeavored to establish a reputation for being a home delivery specialist

capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers

from all our stores around the country.

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Dominos vision is focused on Exceptional people on a mission to be the best pizza delivery

company in the world!" They are committed to bringing fun, happiness and convenience to lives

of our consumers by delivering delicious pizzas to their doorstep and their efforts are aimed at

fulfilling this commitment towards a large and ever-growing customer base.

Dominos constantly strives to develop products that suit the tastes of their consumers and hence

delighting them. Dominos believes strongly in the strategy of Think global and act local. Thus,

time and again they have been innovating with delicious new products such as crusts, toppings

and flavors suitable to the taste buds of Indian Consumers. Further providing value for money

and affordable products to their consumers has been an important part of their efforts. There

initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers

looking for an affordable and value for money meal option.

Their Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is the

emotional benefit they offer to their consumers. All their efforts, whether it is a new innovative

and delicious product, offering consumers value for money deals, great service, country wide

presence or delivery in 30 minutes or free are all oriented towards delivering happiness to the

homes of their consumers.

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7PS OF DOMINOS

Product

To capture the market, Dominos had to localize flavors. Thus, Deluxe Chicken with Mustard

Sauce' and Sardines were confined to the East, Mutton Ghongura and Chicken Chettinad to the

South and Chicken Pudina to Mumbai. Butter chicken, Makhani Paneer and the Chatpata Chan

Masala were confined to the North. Dominos have made there procducts according to the

demand and palette of the people residing in a particular geographical area which has not only

helped the company to capture most of the market but also create loyalty for their products.

Price

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Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-sensitive. They need to offer

comeback value to our customer. The high price was attributed to the high quality of ingredients

used. For instance, Domino's sourced its Peperoni and Jalapeno needs from Australia and Spain

respectively. However, with competition increasing from Pizza Hut, Domino's introduced price

cuts, and discounts to attract the customers. In 1998, Domino's introduced the Pizza Mania

scheme where it offered a large pizza for Rs.129/-.

PRODUCT LINE DOMINOS PIZZA

VEG

Rs

Serve I

Veg single 35

Plane chese 60

Margheritta 65

Cheese & tomato 65

Double cheese margherita 95Fresh veggie 95

Peppy paneer 135

NON VEG

Non veg 65

Cheese & Barbeque 95

Spicy 135

Chicken Mexican 175

Golden delight 175

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Place

Referring to the channel by which a product or service is sold which geographic region or

industry, to which segment (young adults, families, business people), etc. also referring to how

the environment in which the product is sold in can affect sales. Domino's has a largest network

of outlets across the world. In Mumbai itself the company has opened many outlets which helps

them not only in reaching the customer but also creating a environment where the customers cancome and enjoy the ambience and have a good time with their loved ones.

Promotion

Domino,s use advertising, sales promotion, including promotional education, publicity, and

personal selling for promoting his services. Branding refers to the various methods of promoting

the services. In India dominos has created a lot of promotion strategy their latest strategy calledKhushiyon ki Home Delivery was a huge hit in the market.

People

Dominos over the years have made a team of very well trained of staff in there outlets and also

the individuals who provide hot pizzas on time at home in there red and blue clothes shows how

the company not only made their service best by their people but it also shows the training they

have put to make such a team of people.

Process

The way in which orders are handled, customers are satisfied and the service is delivered. Self

serve at their outlets and providing home delivery facility within 30 minutes shows what sort of

Pepperoni 175

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dedication they provide in the process they conduct in order to provide their products to their

customers.

Physical evidence

The company is known for their attractive logo of red and blue color and three dots, Tom

Monaghan the founder of dominos whose original goal was to open three pizza delivery stores.

Thats why there are three dots on their logo. The companies outlets infrastructure creates a

welcome and homely ambience for the customers and the cleanliness and friendly services has

also helped the company to create its brand all these years.

Service Triangle for Dominos

Dominos company

management

Internal

Marketing

enablingthepromise

External

Marketing

settingthepromise

Interactive Marketingdeliveringthepromise

Em lo ees

Customers

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External Marketing

y Marketing to END-USERS.y

Involves pricing strategy, promotional activities, and all communication withcustomers.

y Performed to capture the attention of the market, and arouse interest in the service.In dominos

y Home delivery specialist.y Dominos bring out the 'WOW' effect.y Dominos serve its customers on time.y Every order is hand-made.

Internal marketing

y Marketing to EMPLOYEES.y Involves training, motivational, and teamwork programs, and all communication

with employees.

y Performed to enable employees to perform the service effectively, and keep upthe promise made to the customer.

In dominos

y Young and enthusiastic team.y Dominos vision. Exceptional people on a mission, to be the best pizza delivery company

in the world.

y Bonus scheme incorporating profit.

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Interactive marketing

This refers to the decisive moment of interaction between the front-office employees

and customers, i.e. delivery of service. This step is of utmost importance, because if the

employee falters at this level, all prior efforts made towards establishing a relationship with the

customer, would be wasted.

In dominos

yDominos promises their customers safe n friendly service with free home delivery.

y Dominos heat wave.y Dominos Pizza strives to be the best pizza delivery company in the world.y Delivers more than just hot pizzas.

Role of customers

Customers are known to be the part employees of the organization their suggestion are of the

utmost importance for any organization hence keeping in mind this statement, the customers can

come up with suggestion for dominos to improve their services and they can also give

suggestions in how to improve their services .

The company needs to listen to the needs and demands of customers to flourish hence dominos

should see to it that every individual customers is being given up to mark services in order to

create a brand loyalty in the mind of the customers.

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Role of employees

Employees are the one which have direct contact with the customers in providing them the

services hence it is very important that the employees are well groomed in the way they interact

and present themselves in front of the customers and this can be achieved only if the employees

are being given proper training and motivation. In dominos the employees in the outlet as well as

the employees who provide door to door services need to be trained properly so they can handle

the customers properly.

Gap analysis

Keeping the sentiments of Indian customers in mind and services offered by Dominos and areas

of sensitivity of customers preferences

We can conclude that Dominos should focus on the following factors:

y Pricey Ambiencey Staff behaviory Quality of Pizzas

Strategy for gap analysis

And Dominos should try to lessen the customer gap in all the dimensions of service quality by

improving following factors

y Keeping promise of 30 minutes deliveryy Providing better quality of Pizzas Sales people should be more helpfuly

Sales people should be aware of all the items and pricesy There should be a promotional activity to push up online orderingy Sales people should provide special attention to individual customers-it will help to build

relationship-as a result of that no. of repeat purchase would increase.

y Dominos should focus on improvement of ambience in outlets.