A PROJECT REPORT

ON

A STUDY ON CUSTOMER SATISFACTION

TOWARDS DOMINOS

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF BACHELOR OF BUSINESS

ADMINISTRATION (BBA)

BHAGWANT INSTITUTE OF TECHNOLOGY MUZAFFARNAGAR

SUBMITTED TO : SUBMITTED BY:

BBA DEPARTMENT AKSHAY VERMA

NITIN SHRIVASTAV (HOD) ROLL NO: 9945508

4TH

SEM

DECLARATION

I am AKSHAY VERMA student of

BHAGWANT INSTITUTE OF

TECHNOLOGY MUZAFFARNAGAR

here by solemnly declare that the project titled DOMINOS

is the outcome of my own efforts & research is conducted by me and

finally report has been Submitted to:- Mr.UDIT CHAUHAN

Faculty of BHAGWANT INSTITUTE OF TECHNOLOGY

MUZAFFARNAGAR drawn by my own creativity and skills only

and the same has not submitted to any other organization, institution

or university in order to get any other degree.

AACCKKNNOOWWLLEEDDGGEEMMEENNTT

Presenting a project of this type is an arduous task, demanding a lot of time.

I cannot in full measure appreciate and acknowledgement the kindness

shown and help extended by various persons in this endeavor. I will

remember all of them with gratitude.

My sincere thanks are also due to Mr. PUNIT SIR Faculty of

BHAGWANT INSTITUTE OF TECHNOLOGY MUZAFFARNAGAR

for their significant help extended for the successful completion of the

project. I highly the help I got from them in providing me and lot of

information regarding the functioning of this organization.

I am always beholden to my God, for always being with me and showing me

the right ways, my family, for always doing favors to me and my friends and

colleagues consistently helped with encouragement and criticism throughout

the project work, for always lifting my sights to higher vision, raising my

personality beyond normal limitation and for realizing me my strengths and

potential, as I did not always welcome her exhortation, try again; you can

do better. But this project owes a great deal to it and so do I.

Mr.AKSHAY VERMA ROLL NO : 9945508

4th

sem BBA

SUMMARY

This project is all about the customer satisfaction towards Dominos. In this project I

have discussed about the industry overview of the dominos, problems of the company,

competitors information, company profile. In this project we have also discussed about

company s s.w.o.t analysis and their trends. We have also discussed 4 p s of marketing mix elements and we have done research design also and make questionnaires and found

some positive and negative aspects of the organization.

TABLE OF CONTENTS

S. No TOPIC PAGE

NO.

1. CHAPTER-1.O INTRODUCTION

1.1 INDUSTRY OVERVIEW

1.2 TRENDS IN FAST FOOD INDUSTRY

1.3 COMPETITORS INFORMATION

2. CHAPTER-2.0 COMPANY PROFILE

2.1 SALE OF COMPANY

2.2 PRODUCTS

2.3 CORPORATE GOVERNANCE

2.4 30 MINUTE GUARANTEE

2.5 SWOT ANALYSIS OF ORGANISATION

2.6 LIMITATIONS

3. CHAPTER-3.0 CONCEPTUAL DISCUSSION

4. CHAPTER-4.0 DATA COLLECTION

5. CHAPTER-5.0 FINDINGS AND RECOMMENDATIONS

6. ANNEXURE

QUESTIONNAIRE

BIBLIOGRAPHY

CHAPTER- 1

INDUSTRY

OVERVIEW

(FAST FOOD INDUSTRIES)

Introduction

Haldirams and multinational companies like DOMINOS, Pizza hut,, etc. The fast food

industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a

perfect ingredient for any industry large disposable incomes the food sector has been

witnessing a marked change in consumption patterns, especially in terms of food. An

increasing number of international fast food chains rushing to India is because all of them see

tremendous potential in for this type of business. The large upwardly mobile population in

the urban areas tend to eat out more often or business or for leisure.

The various players operating in India are the well established Indian chains like Nirulas

In addition to these, apparently some of the best known international food chains are looking

at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub

-way, etc. are some of them to name. At present all these players are fighting for a small pie,

as fast food is really not a big habit with Indians, but they see a big potential.

The players are fighting on products, pricing, positioning and trying to convert their first

trials into regular purchase by providing delightful service quality. The focus is on product

quality and standardization on taste. Consistency is the key, as its standardization in fast food

as the consumer is short on time and wants to satisfy his taste buds with a consistent taste

experience.

Beyond this each player has its own strategy to expand consumer base.

- Some feel that pricing is not the deciding factor since fast food is not price sensitive market

because it is not a single diet of Indians.

- Some others are competing on positioning which is surprisingly varied, giving the small

size of the market.

- For most, targeting children seems the right strategy.

- Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as working

on establishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth

rate of 6-8 per cent, during the Tenth Five year plan period. Value addition of food is

expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and

vegetable processing, which is currently around 2 per cent of total production will increase to

10 per cent by 2010 and to 25 per cent by 2025.

The popularity of food and agro products is not surprising when the sector is now offering a

growth of more than 150 per cent in sales. While US brands such as McDonalds, Pizza hut

and Kentucky Fried Chicken have become household names, more are on their way.

The Market Scenario

India among top 10 market for weekly fast food consumption, an online survey has found.

Most of the countries are from the Asia-pacific region, with the US being the exemption.

According to an A C Neilson study of 28 markets across the US, Europe and the Asia-Pacific,

carried out through the internet in interviews with more than 14000 consumers, Asians are

the worlds greatest fast food fans.

Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong 61 %

Malaysia 59 %

Philippines 54 %

Singapore 50 %

Thailand 44 %

China 41 %

India 37 %

Europe 11 %

Among the international fast food chains and local operators, Dominos emerges as the most

popular of all takeaway options with 54% of Americans, 75% of Europeans and 64% of

Asians. Dominos is most visited in Australia (84%) KFC is most visited in China (42%)

Pizza hut is most visited in India (22%) A typical fast food meal in the India & other

Multinational companies consists of fries and a burger (or other main item).

History

The concept of ready-cooked food for sale is closely connected with urban development. In

Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian cities

is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular

Indian fast food dishes include vada pav, panipuri and dahi vada.Some trace the modern

history of fast food in America to July 7, 1912 with the opening of a fast food restaurant

called the Automat in New York. The Automat was a cafeteria with its prepared foods behind

small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already

opened the first Horn & Hardart Automat in Philadelphia in 1902, but their Automat at

Broadway and 13th Street, in New York City, created a sensation. Numerous Automat

restaurants were built around the country to deal with the demand. Automats remained

extremely popular throughout the 1920s and 1930s. The company also popularized the notion

of take-out food, with their slogan Less work for Mother. The American company White

Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in

1921, selling hamburgers for five cents from its inception and spawned numerous

competitors.

It is arguable because most historians and Secondary School textbooks state that A&W was

the first fast food restaurant, which opened in 1919.After discovering that most of their

profits came from hamburgers, the brothers closed their restaurant for three months and

reopened it in 1948 as a walk-up stand offering a simple menu of hamburgers, french fries,

shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were

able to produce hamburgers and fries constantly, without waiting for customer orders, and

could serve them immediately; hamburgers cost 15 cents, about half the price at a typical

diner. Their streamlined production method, which they named the "Speedee Service

System" was influenced by the production line innovations of Henry Ford.

In the cities of Roman antiquity, much of the urban population living in insulae, multi-storey

apartment blocks, depended on food vendors for much of their meals. On New Year's Day

2008 a study was conducted worldwide counting the number of fast food restaurants per

person. The UK has claimed this title with Australia second and the United States third.

England alone accounted for 25% of all fast food

PROBLEMS IN THE ORGANISATION

Trans fats cause problems fats Dominos...

Trans fats are formed when liquid vegetable oils go through a chemical process called

hydrogenation. Common in a range of food products biscuits, chips, doughnuts, crackers

the hydrogenated vegetable fat is used by food processors because it is solid at room

temperature and has a longer shelf life.In September 2002, Dominos issued a statement

announcing a significant reduction of trans fats in its fried menu items french fries,

chicken McNuggets, Filet-O-Fish, Hash Browns and crispy chicken sandwiches with the

introduction of improved cooking oil in all of its 13,000 restaurants.

The change was supposed to be completed by February 2003. However,dominos

sencountered operational issues and the oil was not changed. An anti-trans fat group claims

that dominos deliberately allowed the public to be misled. Legal action has forced Dominos

to give effective notice to the public that the oil was not changed. In Europe and the US, food

makers are under growing pressure from consumer groups to cut the trans fat content in food

products.

MAJOR

COMPETITORS

COMPETITORS INFORMATION: Major players in this field:-

1. Nirulas

2. Pizza huts

3. Haldirams

These day working executives are busy a lot they dont have the spare time to cook food due

to there high this possible income and ever increasing arperalional levels they prefer to it out

at this fast food outlets (McDonalds, Nirulas, Pizza Hut) where they find the match

according to there asperitional level.

1. Nirulas Established in 1934, Nirulas today is a diversified group having a chain of elegant Business

hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlours, pastry shops

and food processing plants in India.The chain with over 60 outlets operating in 5 states

successfully caters to the Indian palate of over 50000 guests every day or over 70 years.

The restaurants serves a wide variety of multi-cuisine foods, both western and Indian

including pizzas, burgers, chana kulcha, saag-roti and much more!

Ice cream parlours offers an extensive range of exciting and innovative ice cream flavors with

one new flavor added every month.Nirulas pastry shops are a one-stop shop for bakery and

confectionary items.

2. Pizza hut

Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90

countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets

by the end of 2004. Pizza Hut will consolidate its presence in cities where it already exists as

an endeavor to create a major share of these profitable markets first before spreading to other

markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would

be franchisee owned resulting from the smooth functioning of the existing stores which are

all franchisee owned. Hence, the same arrangement will be followed in the future to ensure

growth-oriented results.The data written below represent what Pizza Hut is all about and

gives a brief profile of the company.

3.Haldirams

Haldiram began in 1937as a small sweet shop in Bikaner, in Rajasthan state of India.

In 2001 the turnover of haldirams was Rs. 4 billion. The group has presence not only in

India but in several countries all over world.

Till early 1990s, Haldiram comprised of three units- Kolkata, Nagpur and New Delhi.

Haldiram has many firsts to its credit- It was first company to brand namkeens. And first

company to offer traditional Indian items like panipuri, chatpapri and so on.

The company faced tough competition not only from sweets and snack food vendors in

unorganized, domestic and international competitors but also from its own units because of

conflict between them.

At Haldirams quality is the obsession and this spirit has given its competitors a cutting edge.

Haldiram offers a very wide range of delicacies like- Namkeens, Sweets, Syrups, Papads,

North Indian dishes, South Indian dishes, Pastries.

Sweets itself has a very wide variety Bengali sweets include Sandesh and Rasgullas.

Other popular Indian sweets are:- Kheer, Halwa, Gulabjamun, Rasmalai and Kulfi.

COMPANY

PROFILE

Dominos Restaurants

Dominos helicopter for the board of directors.

Domino's Pizza

Type Public (NYSE: DPZ)

Industry Restaurants

Founded Ypsilanti, Michigan, U.S. (1960)

Headquarters Ann Arbor, Michigan, U.S.

Key people Tom Monaghan, Founder

J. Patrick Doyle, CEO

Products Pizza, sandwiches, pasta, chicken wings, desserts

Revenue increase $1.425 billion USD (2008)

Employees 145,000

Website www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation

headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the

second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised

stores in 60 international markets and all 50 U.S. states. Domino's Pizza was sold to Bain

Capital in 1998 and went public in 2004. The menu features pizza, pasta, oven-baked

sandwiches, wings, boneless chicken, salads, breadsticks, cheesesticks, and a variety of

dessert items.

Contents

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

in Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the brothers

borrowed $500 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, Tom 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. By 1978, the franchise opened its 200th store.

Early years In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging

trademark infringement and unfair competition. On May 2, 1980, a federal appeals court

found in favor of Domino's Pizza.

International expansion

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,

Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's

had 1,000 international locations. In 1997, Domino's opened its 1,500th international

location, opening seven stores in one day across five continents.

Sale of company

In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his

retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and

ceased being involved in day-to-day operations of the company.A year later, the company

named David A. Brandon Chairman and Chief Executive Officer.

Current era

In 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the

opening bell at the New York Stock Exchange and the company began trading common stock

on the NYSE under the ticker symbol "DPZ".

Industry trade publication Pizza Today magazine named Domino's Pizza "Chain of the Year"

in 2003 and did so again in 2010.In a simultaneous celebration in 2006, Domino's opened its

5,000th U.S. store in Huntley, Illinois, and its 3,000th international store in Panama City,

making 8,000 total stores for the system. Also that year, the Domino's Pizza store in Tallaght,

Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million (2.35 million) per year. As of September 2006, it has 8,238 stores which totaled US$1.4 billion in

gross income.

In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs

and also rolled out its online and mobile ordering sites. In 2009, Domino's introduced the

Pizza Tracker, an online application that allows customers to view the status of their order in

a simulated "real time" progress bar. In addition, the first Domino's with a dining room

opened in Stephenville, Texas, giving the customers the option to either eat in or take their

pizza home. Since 2005, the voice of Domino's Pizza's national phone ordering service 1-

800-DOMINOS has been Kevin Railsback.

In a 2009 survey of consumer taste preferences among national chains by Brand Keys,

Domino's was last tied with Chuck E. Cheese's. In December that year, Domino's announced plans to entirely reinvent its pizza. It began a self-flogging ad campaign in which

consumers were filmed criticizing the pizza's quality and chefs were shown developing the

new product.The new pizza was introduced that same month, and the following year,

Domino's 50th anniversary, the company acquired J. Patrick Doyle as its new CEO

experienced a historic 14.3% quarterly gain. While admitted not to endure, the success was

described by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a

major fast-food chain.

Products

The current Domino's menu features a variety of Italian-American entrees and sides. Pizza is

the primary focus, with traditional, specialty and custom pizzas available in a variety of crust

styles and toppings. Additional entrees include pasta bread bowls and oven-baked

sandwiches. The menu offers chicken side dishes, breadsticks and salads, as well as

beverages and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative

to other fast food restaurants, to ensure efficiency of delivery.Historically, Domino's menu

consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coke as the

only soft drink option.

The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan

pizza. Its introduction followed market research showing that 40% of American pizza

customers preferred thick crusts. The new product launch cost approximately $25 million, of

which $15 million was spent on new sheet metal pans with perforated bottoms. Domino's

started testing extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The

Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken

Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat

fillets, similar to chicken tenders, are packaged in a custom-designed box with two types of

sauce to "heat up" and "cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000, the Philly

Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the

National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related

Dominos neat and healthy kitchen.

advertising.Domino's continued its move toward specialty pizzas in 2006, with the

introduction of its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to add

crispness, and larger slices that could be folded in the style of traditional New York-style

pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked

sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches.

Early marketing for the sandwiches made varied references to its competition, such as

offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of

the same name.

The company introduced its American Legends line of specialty pizzas in 2009, featuring

40% more cheese than the company's regular pizzas, along with a greater variety of

toppings.That same year, Domino's began selling its BreadBowl Pasta entree, a lightly

seasoned bread bowl baked with pasta inside,and Lava Crunch Cake dessert, composed of a

crunchy chocolate shell filled with warm fudge. Domino's promoted the item by flying in

1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St Helens.

In 2010, the company changed its pizza recipe "from the crust up",making significant

changes in the dough, sauce and cheese used in their pizzas. Their advertising campaign

admitted to earlier problems with the public perception of Domino's product due to issues of

taste.

Corporate governance

Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president

of Domino's USA. Previous chief executive David Brandon, made athletic director of the

University of Michigan in January 2010, remains chairman.Among 11 executive vice

presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise

Operations and Development; and Kenneth Rollin, General Counsel.Domino's operations are

overseen by a board of directors led by Brandon. Other members of the board are Andrew

Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.

Charitable activities

In 2001, Domino's launched a two-year national partnership with the Make-A-Wish

Foundation of America. That same year, the company stores in New York City and

Washington D.C. provided more than 12,000 pizzas to relief workers following the

September 11 attacks on the World Trade Center and The Pentagon. Through a matching

funds program, the corporation donated $350,000 to the American Red Cross' disaster relief

effort.[6] In 2004, Domino's began its current partnership with St. Jude Children's Research

Hospital, participating in the hospital's "Thanks and Giving" campaign since it began in 2004,

raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That

concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the

television commercials that they created. The catch phrase associated with the commercials

was "Avoid the Noid."

Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium

pizzas in March 2009. The company had planned the campaign for December 2008 but

dropped the idea and never promoted it. The code was never deactivated though and resulted

in the free giveaway of the pizzas across the United States after someone discovered the

promotion on the website by typing in the word "bailout" as the promotion code and then

shared it with others on the Internet. Domino's deactivated the code on the morning of

Tuesday, March 31, 2009 and promised to reimburse store owners for the pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk,

and the team won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR

for a multi-year partnership to become the "Official Pizza of NASCAR."Domino's also

sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in

the NASCAR Sprint Cup Series.

30-minute guarantee

Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas

within 30 minutes of placing an order, or they would receive the pizzas free. The guarantee

was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the

family of an Indiana woman who had been killed by a Domino's delivery driver, paying the

family $2.8 million. In 1993, Domino's settled another lawsuit, this one brought by a woman

who was injured when a Domino's delivery driver ran a red light and collided with her

vehicle. The woman was paid nearly $80 million. The guarantee was dropped that same year

because of the "public perception of reckless driving and irresponsibility", according to

Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to

the earlier pledge but stopping short of promising delivery in a half hour.

30 minutes guarantee for hot n delicious pizza or free.

S.W.O.T ANALYSIS OF

THE ORGANISATION

SWOT ANALYSIS OF DOMINOS:

Strengths

Open door policy to the press

CERES guidance and co-ordination &

active CSR

Selective supply chain strategy

Rigorous food safety standards

Affordable prices and high quality

products

Nutritional information available on

packaging

Decentralised yet connected system

Innovative excellence program

Promoting ethical conduct

Profitable

Weaknesses

Inflexible to changes in market trends

Difficult to find and retain employees

Drive for achieving shareholder value

may counter CSR

Promote unhealthy food

Promoted CSR meat imports in error

Opportunities

Attractive & flexible employment

Positive environmental commitments

Higher standards demanded from

suppliers

Corporate Responsibility Committee

Honest & real brand image

Threats

Fabricated stories about the quality of

our chicken

Unhealthy foods for children

Health concerns surrounding Beef,

Poultry & Fish

Labor exploitation in China

CSR at the risk of profit loss

Contributor to global warming

Local fast food restaurants

LIMITATIONS OF THE STUDY:

Since the road to improvement is never ending, so this study also suffers from certain

limitations. Some of them are as follows:

Scope of project is limited in the sense that only Dominos has been taken for consumer

research.

The extent of the survey was New Delhi only. So the suggestions or arguments given in

the report may not hold true for other locations in India.

Questionnaire method involves some uncertainty of response. Co-operation on the part

of informants, in some cases, was difficult to presume.

Because of time constraints and reserve constraints, a mix of convenient sampling and

Judgement (Probability & Random) sampling was used.

Also because of above mentioned constraints, the sample size chosen for the survey

was 100 people.

It is possible that the information supplied by the informants may be incorrect.

RESEARCH DESIGN

The controlling plan for a marketing research study in which the methods and procedures

for collecting and analyzing the information is to be collected is known as Research

Design or A framework or plan for a study that guides the collection and analysis of the

data.

Descriptive Research

A research design in which the major emphasis is on determining the frequency with

which something occurs. For example, How often users access the Internet in a given

month. The focus of descriptive research is to provide an accurate description for

something that is occurring.

Data Source

In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three methods, namely,

QUESTIONNAIRE METHOD and DIRECT PERSONAL INTERVIEW METHOD,

OBSERVATION METHOD. ALL these methods proved to be great help in getting the

required information.

SECONDARY DATA

It is not possible to collect first hand information for each & every thing so, secondary

data from various sources like Internet, A. C Neilsons report on Jan, 2007, Information

from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline

Website.

OBJECTIVES OF THE STUDY:

To do customer value analysis which includes identifying the major attributes that

customers value in a fast food chain restaurant, assessing the quality of the different

attributes.

To shed light on different aspects that a service based food chain must follow in order to

increase its market share and for being on a continuous growth stream.

To identify different activities that an aggressive company like Dominos follow in order

to establish itself in a local market and increasing sales by being in customers mind and

heart.

To know the consumer perception and Preference about Dominos products.

The research also find out the company on different customer value attributed and try to find

their performance through:

.

CONCEPTUAL

DISCUSSION

Customer Satisfaction

Through

4 Ps

Of

Marketing Mix

Marketing Mix

Marketing Mix refers to the ingredients or the tools or the variable which the marketer mixes

in order to interact with a particular market.

Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing

objectives in the target market

- Kotler

Marketing mix is a term used to describe the combination o the four inputs which constitute

the core of a companys marketing system: the product; the price structure; the promotional

activities, and the distribution system.

Marketing mix represents the total marketing programme of a firm. It involves decisions with

regard to product, price, place and promotion. Marketing mix is a blending of decisions in the

4 Ps.Four major ingredients of marketing mix are:

1. Product

A product is any good or service that consumers want. It is a bundle of utilities or a cluster of

tangible and intangible attributes. Product component of the marketing mix involves

planning, developing and producing the right type of products and services. It deals with the

dimensions of product line, durability and other qualities. The total product should be such

that it really satisfies the needs of the target market. In short, product mix requires decisions

with regard to

(a) Size and weight of the product (b) Quality of the product (c) Design of the product

(d) Volume of output (e) Brand name (f) Packaging (g) Product range (h) Product testing.

2. Price

Price is an important factor affecting the success of a firm. Pricing decisions and policies

have a direct influence on sales volume and profits of business. Price is, therefore, an

important element in the marketing mix. In practice, it is very difficult to fix the right price.

Right price can be determined through pricing research and test marketing. A lot of exercise

and innovation is req. to determine the price that will enable the firm to sell its products

successfully. Demand, cost, competition, govt. regulation, etc. are the vital factors that must

be taken into consideration in the determination of the price. Price mix involves decisions

regarding base price, discounts, allowances, fright payment, credit, etc.

3. Promotion

Promotion component of the marketing mix is concerned with bringing products to the

knowledge of customers and persuading them to buy. It is the function of informing and

influencing the customer. Promotion mix involves decisions with respect to advertising,

personal selling and sales promotion. All these techniques help to promote the sale of

products and to fight the competition in the market.

No single method of promotion is effective alone and, therefore, a promotional campaign

usually involves a combination of two or more promotional methods. Growing competition

and widening market have made simultaneous use of more than one promotional method all

the more necessary. Combination of two or more methods in a single promotional campaign

requires an effective blending of promotional inputs so as to optimize the expenditure on

each. There is no one ideal product, type of customers, the promotion budget, stage of

demand, etc. should be taken into consideration.

4. Place (Distribution)

This element of marketing mix involves a choice of the place where the products are to be

displayed and made available to the customers. It is concerned with decisions relating to the

wholesale and retail outlets or channels of distribution. The objective of selecting and

managing trade channels is to provide the products to the right customer at the right time and

place on a continuing basis. In deciding where and through whom to sell, management should

consider where the customer wants the goods to be available. A manufacturer may distribute

his goods through his own outlets or he may employ wholesalers and retailers for this

purpose. Irrespective of the channel used management must continuously evaluate channel

performance and make changes whenever performance falls short of expected targets. In

addition, management must develop a physical distribution system for handling and

transporting the products through the selected channels. In the determination of distribution

mix or marketing logistics, a firm has to make decision with regard to the mode of

transporting of goods to middle-men, use of company vehicles or both.

Product Mix

(Dominos Product Mix)

As explained earlier Product mix deals with the dimensions of product line, quality and

design of the product, its packaging, brand name, product range, etc.

In this section we will study the product mix of Dominos

Product line of Dominos includes the products offered for sale, i.e. the range of food

products offered to the customers.

The product breadth or number of products offered by Dominos can be classified as:

Vegetarian products

Non vegetarian products

Beverages

Deserts

Add-ons

Vegetarian products include: Non-Vegetarian products include:

Veg.cheese pizza Non veg.chicken pizza

Veg.onion pizza

Beverages Desserts Add-ons

Cold coffee Soft serve cone Ice tea

Hot serves choco lava cake Shakes

Soft drinks

All this shows the wide product range of Dominos. Besides that the quality of Dominos

according to the survey and general findings, is consistent throughout the life of the product.

Nothing but the Best

That's how we plan our product range. Food quality is key at Dominos .That's why we take

pride in the foods we serve you and your family. We seek out fresh lettuce and tomatoes,

quality buns and potatoes, select poultry and fish and wholesome dairy products. Despite

extensive and meticulous quality tests at the supplier end, all products are once again

carefully scrutinized at the restaurant. Our immaculate standards of quality allow for nothing

but the best to reach your tray.

Cold Chain

The term Cold Chain describes the network for the procurement, warehousing,

transportation and retailing of food products under controlled temperatures. McDonalds

restaurants store products to be used on a daily basis, within a temperature range of 18C to

4C. About 52% of our food products need to be stored under these conditions before they

are used.

Trikaya Agriculture - Supplier of Iceberg Lettuce

Implementation of advanced agricultural practices has enabled Trikaya to successfully grow

specialty crops like iceberg lettuce, special herbs and many oriental vegetables. A

specialized nursery with a team of agricultural experts.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products

A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed

Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods. A Separate

processing lines for chicken and vegetable foods.

Dynamix Diary - Supplier of Cheese

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting

up a network of milk collection centres equipped with bulk coolers. Easy accessibility

has enabled farmers augment their income by finding a new market for surplus milk

Product strategies:

In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its

products and product mix to the changing needs and targets of the market.

This matching of products to the requirements of competition and buyers is known as product

strategy.

Some of the important product strategies, which firms adopt, are as follows:

1) Limited Line Strategy:

This refers to the offering of one product or a small number of products to cater specific

market. The main benefit of this strategy is low cost of operations. However, it cannot meet

the requirements of different types of customers in different markets.

2) Full Line Strategy:

This ids also known as broad line strategy, it implies the offering of a large number of

products to meet the requirements of different customers in different markets.

3) Trading up and trading down:

These are alternate or opposite strategies for expanding the product mix.

Trading up implies addition of some higher priced products to the existing product line of

lowered priced products for improving the sales of old products.

Trading down refers to the addition of lower-priced products to the existing higher priced

product to boost total sales.

Price Mix

Price and Pricing strategies:

Price is the key element of marketing mix because it relates directly to the generation of total

revenue. The term pricing policy refers to a systematic approach to pricing of different

products in different markets to evolve an appropriate pattern of prices in the long run. It is

the plan defining the initial price range and the planned price movements through time that

the firm will use to achieve its marketing objectives. Pricing policy includes not only the

determination of base prices but also the terms and conditions of sale.

Company Pricing policies:

The price must be consistent with company pricing policies. Many companies set up a pricing

department to develop policies and establish or approve decisions. The aim is to

ensure that the salespeople quote prices that are reasonable to customers and profitable to the

company.

Now a days most companies follows buyer based pricing. They are basing their prices on the

products perceived value. They see buyers perception of value, not the sellers cost, as the

key to pricing.The company using perceived-value pricing must establish the value in the

buyers mind concerning different competitive offers.

Dominos began with skimming prices, i.e. setting a very high price for a new product initially

and to reduce the price gradually as competitors enter the market.

The initial high price serves to skim the cream of the market, that is , relatively insensitive to

price. This approach to pricing is, in effect, an experimental search for the right price and it

may result in a market-determined price. This method starts with a high price and moves the

price downward by steps until the right price is reached.

Initially Dominos charged high price than what is being charged now. But now it introduces

new schemes for value of money.

Place Mix

(Distribution)

This element of marketing mix involves a choice of the place where the products are to be

displayed and made available to the customers. It is concerned with decisions relating to the

wholesale and retail outlets or channels of distribution. The objective of selecting and

managing trade channels is to provide the products to the right customer at the right time and

place on a continuing basis.

Dominos distribution centres are wide, located in every area of India.

Dominos has Dine-in restaurant, Drive-Thru..

Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west &

south India.

72 restaurants in North & East India: with

32 in Delhi

20 in Uttar Pradesh Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru),

Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)

10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4),

Karnal (1) (Highway and Drive - Thru), Panipat (1)

5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru),

Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)

2 in Rajasthan - Jaipur (2)

1 in Uttaranchal - Dehradun (1)

1 in West Bengal Kolkata (1)

50 restaurants in West & South India:

30 in Maharashtra Mumbai (22), Pune (7), Nasik (1)

7 in Gujarat Ahmedabad (4), Vadodara (2), Surat (1)

6 in Karnataka Bangalore(6)

4 in Andhra Pradesh Hyderabad (4)

3 in Madhya Pradesh Indore (3)

For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings,

and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing

Director, dominosIndia.

The new outlets will be a combination of highway restaurants, outlets at railway stations, at

shopping malls and cineplexes, besides at residential areas with significant footfalls. India

recently won the tender for setting up an outlet each at railway stations in Mumbai and

Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi

Metro Rail Corporation project, expected to be operational by year-end. And if all goes

according to plan, another dominos outlet could come up at Delhi's Nizammuddin railway

station.

The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin

operating shortly. The chain's other three highway restaurants are located on the Delhi-Agra

highway, the Delhi-Ludhiana highway and the Mumbai-Pune highway.

Promotion Mix

Promotion is a process of communication with the potential buyers involving information,

persuasion and influence. It includes all types of personal or impersonal communication with

customers and intermediaries.

Promotion mix refers to the combination o various promotional tools usd by a business firm

to create, maintain and increase demand. It involves an appropriate integration of advertising,

personal selling, sales promotion and publicity.

FINDINGS

AND

RECOMMENDATIONS

Conclusion

Going through the analysis of response from the survey conducted, it is concluded that

Dominos is able to be and retain at top among all the fast food chains like Nirulas, Subway

and Burger King,Sbarro.

Dominos is also preferred over Pizza hut, McDonalds and KFC.

Dominos is providing its customers good quality food products.

Though not wide but its product line is quite impressive. It includes meals for both

Vegetarian and Non-Vegetarian and satisfies both section of customers.

Dominos is also providing its customers a well provided and comfortable ambience.

It has been rated as very good by its customers in terms of Taste and Variety of food and

promptness of delivery.

Dominos maintains its consistency in taste and quality.

Customers are also satisfied with its prices and promotional and advertising activities.

Prices are affordable by all and Dominos also satisfies its customers by continuously

introducing value for money offers

Summarising all points we conclude that Dominos is growing fastly by satisfying its

customers by providing quality and maintaining consistency and also has an impressive

strategy of marketing the products in the form of Marketing Mix Elements.

Recommendations

The Recommendations to Dominos is to:

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like burgers.

3. Include more promotional and advertising measures to increase its sales or to increase its

market share.

4. They Should also freeze their Ice Creams at higher Temperature so that it does not get

melted so early.

5. The most important thing is that they should also sell pizzas without cheese because

todays generation is more Diet Conscious and each and every pizza of Dominos is more

or less of cheese so they should make pizzas without cheese.

6. One Thing more Dominos should start is giving Customized waiter Services instead of

Self Services.

7. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

DATA ANALYSIS

Analysis of Questionnaire

Q1. Do you love Outdoor eating?

Yes No

Out of the Sample of 100, following results were obtained:

80% of the people agreed that they love Outdoor eating a lot.

20% of the people said that they dont like Outdoor eating.

20%

80%

20% NO

80% YES

Q2. How frequently do you visit Dominos ?

Once a week More than once a week Once a fortnight

Once a month Less than once a month

Out of the sample of 100, following results were obtained:

25 informants said that they visit Dominos once in a fortnight. This section of people is

50% of the total sample.

8 informants said that they visit more than once in a week i.e. 16% of the people

surveyed.

7 said that they visit once in a month. They are 14% of the people surveyed.

5 persons each said that they visit once a week and less than once a month respectively.

They are 20% of the people surveyed.

Population

0

5

10

15

20

25

30

Once a Week

More than Once a Week

Once a Fortnight

Once a Month

Less than Once a Month

Population

5 8

25

7 5

Q3. Restaurants preferred by customers

Restaurant

preferred

No. of persons

Dominos 17

Pizza hut 15

McDonalds 10

KFC 3

Nirulas 5

17 out of 100 persons surveyed preferred Dominos over any other restaurant, i.e. 34%.

15 persons preferred Pizza hut, i.e. 30%.

10 persons preferred McDonaldss, i.e. 20%

3 persons preferred KFC, i.e. 6%

17

15

10

3

5

0 5 10 15 20

Dominos

Pizza hut

Mcdonald

KFC

Nirulas Restaurants preferred

no. of persons

5 persons preferred Nirulas, i.e. 10%

This survey conveys that there is a tough competition between Dominos, Pizza hut and

McDonalds, kfc and burger king.

Q4. Rate Dominos on the following Attribute Scale:

Attribute V-Good Good Above Avg. Average Poor

Taste of food 30 12 5 2 1

Variety of food 20 25 3 1 1

General hygiene 25 19 4 2 0

Ambience/Dcor 9 12 21 5 3

Value for money 6 24 15 4 1

Friendliness of peers 9 20 15 4 2

Promptness of delivery 15 20 10 2 3

Out of 100 Persons being surveyed, out of 30 Rating has been done.

On the Rating Scale 30 is the highest Attribute rating for taste of food which is found to

be V. Good.

And 25 is the highest Attribute rating which found the Variety of food to be Good.

25 is the highest Attribute rating which found the General Hygiene to be V. Good.

21 is the highest Attribute rating which found the Ambience/Dcor to be Above Average.

24 is the highest Attribute rating which found the Value for Money to be Good.

20 is the highest Attribute rating which found the Friendliness of Peers to be Good.

20 is the highest Attribute rating which found the Promptness of Delivery to be Good.

Q5. Is Dominos ambience comfortable and well provided?

0

5

10

15

20

25

30

35

Taste

of fo

od

Varie

ty o

f foo

d

Gen

eral h

ygiene

Ambien

ce/D

cor

Valu

e fo

r mon

ey

Frie

ndlin

ess

of p

eers

Prom

ptne

ss o

f del

iver

y

V-Good

Good

Above Avg.

Average

Poor

Views No. of persons

Strongly Disagree 1

Regarding the Comfortability of Dominos,

38 persons out of 100 surveyed agreed that its ambience is comfortable i.e. 60%

7 persons neither agree nor disagree i.e. 20%

3 persons strongly agreed i.e. 15%

1 person each disagreed i.e. 5%

Q6. Does Dominos maintains consistency in its taste and quality?

Views No. of persons

Yes 43

No 7

Disagree 1

Neither agree 7

Agree 38

Strongly Agree 3

No. of persons

0 5

10 15 20 25 30 35 40 45

Strongly Disagree

Disagree Neither Agree

Agree Strongly Agree

No. of Persons

This question shows whether Dominos maintains consistency in taste and quality of its food

products.

86% of the persons surveyed agreed that Dominos maintains consistency in its taste and

quality while 14% disagreed.

Q7. Are you satisfied with the prices charged by Dominos?

Views No. of persons

Very satisfied 9

Satisfied 35

Not satisfied 6

No. of persons

Yes

86%

No

14%

This question deals with the pricing of Dominos food products.

Out of 100 persons surveyed.

35 are satisfied with the prices charged i.e. 55%

9 are very satisfied i.e. 30% and

6 are not satisfied i.e. 15%

Q8. Do you find the promotional measures adopted by Dominos effective?

Views No. of persons

Very effective 7

effective 27

Not effective 16

0 0 0 9

35

6

1

2

3

This question deals with whether the promotional measures adopted by Dominos are effective

or not.

Out of 100 persons being surveyed:

7 persons find it very effective i.e. 10%

27 persons found it effective i.e. 50% while

16 persons doesnt find it effective i.e. 40%

Q9. What recommendations do you wish to suggest to Dominos?

Recommendations No. of persons

Include more variety 32

Reduce prices 6

Better advertising and promotion 5

Improve quality 7

No. of persons

0

5

10

15

20

25

30

Very effective Effective Not effective

No. of persons

This question gives out the suggestions to increase the sales.

Out of 100 persons surveyed:

32 persons suggested that Dominos must include more variety i.e. 52%

6 persons suggested to reduce prices i.e. 12%

5 suggested to adopt better advertising and promotion measures i.e. 10% and,

7 suggested to improve quality i.e. 26%

Q10. How would you describe your eating experience at Dominos?

Experience No. of Persons

Excellent 4

Very Good 17

Good 25

Poor 4

0 0 0 0

32 6

5

7

1

2

3

4

This question describes the eating experience at Dominos.

Out of 100 persons being surveyed:

4 describe their eating experience as excellent i.e. 15%

17 as very good i.e.20%

25 as good i.e. 50% and

4 as poor i.e. 15%

0

5

10

15

20

25

Excellent Very good Poor Good

No. of persons

No. of persons

Q11. Are you satisfied with the varieties of Dominos?

Very satisfied Satisfied Not Satisfied

Out of the Sample of 100, Following results were Obtained:

70% of the people said that they were Very much satisfied with the Varieties of Dominos.

15% of the people said that they were only satisfied with the varieties of McDonlads.

15% of the people said that they were not at all satisfied with the varieties provided by

Narulas.

70%

15%

15% 0%

VERY SATISFIED

SATISFIED

NOT SATISFIED

Q12. Are you aware of the Charity services of Dominos?

Yes No

From the following pie chart, following information has been obtained:

60% of the people say that they are Aware of the Charity Services provided by Dominos

and,

40% of the people say that they are not Aware of the Charity Services Provided by

Dominos.

60%

40%40% NO

60% YES

ANNEXURE

QUESSIONAIRE

Name: Age:

Marital Status: Occupation:

No. Of Children: Income:

Q1. Do you love Outdoor eating?

Yes No

Q2. How frequently do you visit Dominos?

Once a week More than once a week Once a fortnight

Once a month Less than once a month

Q3. Is Dominos ambience comfortable and well maintained?

Strongly disagree n

Disagree

Neither agree

Agree

Q4. Does Dominos maintains consistency in its taste and quality?

Yes

No

Q5. Are you satisfied with the prices charged by Dominos? Yes

NO

Q6. How would you describe your eating experience at Dominos?

Good Poor Excellent

Q7.Is dominos food hygienic?

Yes No

Q8.Are you satisfied with services provided by Dominos?

Yes No

Q9.Which option you prefer in dominos?

Dine in take away home delivery

Q10.Do you go to any other outlet also?

Yes No

Q11.If yes,then which one?

Pizza hut Subway McDonalds Others

Q12.Have you ever called for home delivery of products from dominos?

Yes No

Q13.If yes do they have delivered their product in half an hour?

Yes No

BIBLIOGRAPHY

Books referred:

Kotler P. (2004) Marketing Management: Analysis, Planning, Implementation & Control,

Prentice Hall of India, New Delhi

Christopher G and Harold W Bukman,

Marketing management C.B.Gupta

Articles referred:

Dominos : Think global, act global the marketing mix

Websites referred:

www.wikipedia.com

www.dominos.com

www.dominossindia.com

www.emeraldlibrary.com

www.google.com

Websites of different fast food restaurants.