domino's_b_-21
TRANSCRIPT
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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.