Growth strategy for dominos

Acknowledgement

Making this project was collaboration process. I have many people to thanks for their
generous support. First of all I would like to express my deep appreciation and gratitude to Mr.
SHRIDHARAN MENON, Director of our college, in developing my skill, potentials, and my
ability with her valuable and precious interest and consideration.

My thanks to Prof. PALSH PATIL, Project Guide, of opening her archives and providing
valuable advice and co-operation for this project .

I wish to convey my gratitude to Prof .RUPALI MORE our coordinator, for giving her care
patience and unfailing support to me.

I offer special thanks to my friends & family for their instant support and DOMINOS
PIZZA for providing information and helping me in time of need towards this project.

I would also like to keep on record my sincere thanks to our office staff, for their kind co-
operation and support at every stage of the project.

And last but not the least, the almighty god, for motivating me to continue the hard work for
successful completion of the project.

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MARKET REASERCH ON

DOMINO’S PIZZA

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INDEX

SR.NO CONTENTS PAGE

.NO

1. EXECUTIVE SUMMARY 7

2. INTRODUCTION TO DOMINOS 9
PIZZA INDUSTRY

A) INDIAN PIZZA MARKET SCINARIO 10

B) DOMINO’S ENTRY INTO INDIA 11

C) MARKET SHARE OF PIZZAS 12

3. OVERVIEW ON PIZZA HUT 13

INDUSTRY

4. CONCEPT OF HUNGRY KYA! 17

5. DOMINOS VISION 19

6. SWOT ANALYSIS 22

7. COMPARISON OF MCDONALD & 25

DOMINO’S

A) STRATEGY FOR DOMINOS 26

8. PRODUCT LINE 28

9. MARKETING STRATEGT 45

10. COMPETATIVE STRATEGY 49

11. RESEARCH ANALYSIS 50

12. CONCLUSION 54

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EXECUTIVE SUMMARY

INTRODUCTION:

The purpose of this project is increase the market share of dominos pizza inc. India market

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Increasing the additional innovative product line will help to create opportunities.

This will help to maintaine the top position of dominos in Indian market

OBJECTIVE & AIM

The main objective is to devising the strategy for business growth by acquisition of new
customer base

Devising medium to long term growth strategy for dominos in context of Indian market

RESEARCH METHODOLOGY

Research is the most vital component for any study as proper method of research could avail us
the right data for correct conclusion the research methodology will be:
Comparing McDonald product line & business growth with dominos existence business. what
is the serving strategy of McDonald and how to maintain the business environment.

STRATEGY

Use the strategy of McDonald low end product segment which is help in growing the acquisition
of new customer base for dominos pizza.

Comparing the various product line of pizza industry with domino’s and develop the innovative
product line with competitive price.

Dominos establishing the new dine-in facility with innovative product for acquisition the new
customer base.

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INTRODUCTION OF DOMINOS PIZZA

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INTRODUCTION OF DOMINO’S PIZZA

Domino's Pizza India Ltd. was incorporated in March 1995 as the master franchisee for India
and Nepal, of Domino's Pizza International Inc., of USA. Moreover, the company holds the
master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.
Shyam S. Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the promoters
of the company

Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and
fastest growing international food chains in South Asia. The first Domino's Pizza store in India
opened in January 1996, at New Delhi. Today, Domino's Pizza India has grown into a
countrywide network around 250 outlets in 49 cities and is the leader in the fast food delivery
segment.

Ever since it was established, Domino's Pizza India has maintained its position of market
leadership with its constant product innovation and maintenance of stringent service standards.
More importantly, it has established a reputation for being a home delivery specialist capable of
delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain
of stores around the country. Customers can order their pizzas by calling the countrywide
Happiness Hotline - 1800-111-123 and 44448888 which is valid only for NCR, Delhi, Mumbai
and Bangalore.

Domino's vision is focused on "Exceptional people on a mission to be the best pizza delivery
company in the world! " Domino's is committed to bringing fun and excitement to the lives of
our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its
strategies are aimed at fulfilling this commitment towards its large and ever-growing customer
base.

Domino's constantly strives to develop products that suit the tastes of its customers, thereby
bringing out the Wow effect (the feel good factor). Domino's believes strongly in the strategy of
'Think local and act regional'. Thus, time and again Domino's has been innovating toppings
suitable to the taste buds of the local populace and these have been very well accepted by the
Indian market.

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INDIAN PIZZA MARKET SCENARIO

During the 90’s there was trend of globalization and liberalization wherein Indian consumers
was exposed to the western world and he was ready to experiment with the its cuisine

At this point of time the pizza market of country was in its infancy. Though the market potential
for this category was very high, only a few regional fast food restaurant supplied pizzas to the
consumers at local level.

But at the present pizza market in its growth period with lot of brand competing at the national
level to grab a sizable chunk of this big cake

DOMINO’S ENTRY INTO INDIA

Dominos managed to hit the iron when it was RED HOT

During the liberalization phase there was no international chain of pizza outlet in country and
dominos was an instant hit

After testing the success in the American and Europian continent, dominos had case it’s eyes on
the Indian sub continent and landed in January 1996 in New Delhi

However, it soon realized that Mumbai was the commercial capital as well as the image builder
of the country. Hence in February 1997 it opened it’s first Mumbai outlet at Lokhandwala,
Andheri

Soon, its spread to the other cities of the country before opening its first express store inside
Infosys, Banglore in 1999.

In 2001, dominos pizza India ltd also acquired the franchising rights for Srilanka, Bangladesh
and Nepal. Today dominos has 30 outlet in and around Mumbai and 350 all over India

MARKET SHARE OF PIZZA INDUSTRY

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MARKETSHARE %
2
10 11
42 DOMINO'S PIZZA
PIZZA HUT
SMOKIN JOES

35 GARCIAS
OTHER INDUSTRY

MARKET SHARE IN DELIVERY SYSTEM

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OVERVIEW OF PIZZA HUT INDUSTRY

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Origin of Country: U.S.A.

The legacy of Pizza Hut began in 1958, when two college students from Wichita, Kansas, Frank
and Dan Carney, were approached by a family friend with the idea of opening a pizza parlor.

Although the concept was relatively new to many Americans at that time, the brothers quickly
saw the potential of this new enterprise.

Pizza Hut, Inc., a division of Trion Global Restaurants, Inc., has more than 7,200 units in the
U.S. and 3,000 units in more than 86 other countries.

Tricon is the parent company to two other segment leaders, Taco Bell and KFC. When combined
with Pizza Hut, these organizations make up the world's largest restaurant group, with almost
twice as many units as McDonald's.

1996:

Pizza hut comes to India with a dine-in restaurant Bangalore that has special vegetarian pizzas.
In additional to traditional Italian toppings, it incorporates Indian favorites such as Chicken
tikkas, Lamb korma etc. In its list of innovative toppings. Along with pizzas, the menu features
appetizers like garlic bread and soups, fresh salads, oven bakes pastas and choice of ice-cream
sundaes.
Pizza Hut airs its first ever ad during the Super Bowl.
Pizza Hut delivers 30% of the 12 million pizzas delivered on Super Bowl Sunday. This is the
biggest pizza delivery day of the year.On May 30, Pizza Hut introduces two varieties of chicken-
topped pizza. Italian Chicken and Chicken Supreme.

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The new ‘Freshizza

• Uses dough that is freshly prepared daily in each Pizza Hut restaurant for a softer
base.

• Has a crust that this not too thick & not

• Is topped with 2 types of cheese – Mozzarella & Cheddar

• And a flavorful tomato sauce

• Available in 9 veg & 8 non-veg topping combinations

The MNC has segmented the market in India?

GEOGRAPHIC SEGMENTATION:-

• Main Metros in the First Phase

• Launching in towns in the Second Phase

DEMOGRAPHIC SEGMENTATION:-

• Attracting urban youth

• Matching the taste buds of Indians by customizing the menu.

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What Indian Cultural variables they are trying to use for Marketing and sales of their
product in India?

• One of the main findings is that freshness of food is of prime importance to the Indian
consumer.

• There are many households where food from the previous day is discarded.

• India is the first market in which Pizza Hut has launched new pizza crust ‘Freshizza’.

• To cater to Indian tastes, the company also launched ‘Tandoori’ pizzas

Intangible Benefits :

Creating new culture of pizza in India.

Tangible Benefits :

Introducing a whole new concept of dining in India

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CONCEPT OF HUNGRY KYA!

&

30 MIN’S NAHI TO FREE

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HUNGRY KYA!

The first thing that comes to your mind after hearing HUNGRY KYA! Is of course dominos.
We are here to brief you about the total existence of dominos in India and it’s consumer.

We will provide you some food for thought as to how dominos managed to become the
“PIZZAS KING” of South Asia.

As we go further you will be surprised to know that today pizzas are just not an alternative
snack dish, but much more on them than we can see.

30 Minutes and Doorbell!

Here’s how an ordered pizza covers the journey from pan to your home Have you ever spared a
thought, while chomping your favorite pizza, how it always got home within 30 minutes of
placing the order on phone? And how time could never beat the friendly delivery boy even by a
minute, crushing your ‘free pizza’ dream? Well, here’s why…. “They do scientific survey of city
traffic to ensure delivery of our pizza within 30 minutes,”

Revealing how they are able to ensure delivery within half an hour?, they prepare master plan to
reach the destination within time. “They send out their senior managers on bikes and check high
traffic hours and calculate the actual time of delivery,” all their employees are duly trained to
deliver pizza safely.

And snags? “Even changes in traffic scenario, like construction of bridges and closing of
passengers are taken into account and the schedule is changed accordingly.” they are able to
deliver pizza within 30 minutes in 99 percent cases, else is give free to the customer. Here’s
another surprise: “A few people know that they do not allow an employee to drive the bike at
the speed of more than 40 km/ph. Their safety is paramount to them,”.

“That is why they call them Safe Delivery Persons (SDP). Informing that they have 3,000 bikes
on the Indian roads for delivering pizza, Slogan before leaving for delivery: ‘You have to drive
safe’. I also find out that soon every bike will have a speed control meter to further check SDP.

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VISION OF DOMINO’S

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DOMINOS VISION

Domino's Pizza to open 80 stores by 2009-end

US-based quick delivery restaurant chain Domino’s Pizza has planned an investment of around
Rs 800 million to launch about 80 outlets in 2009, as part of its expansion plan to tier II and tier
III cities across India. Further, the company plans to invest around Rs 2.25 billion by 2012 for
auxiliary spread out, according to a top company official.

“They are planning to invest Rs 800 million to open 80 stores in 2009. Further, they plan to
invest around another Rs 2.25 billion towards outlets extensions by 2012."

The company plans to open high-street delivery and dining outlets at cities including Indore,
Bhopal, Nagpur, Jamshedpur, Vishakhapatnam, Gangtok and Bhubaneshwar.

“Our research and survey has highlighted that especially in tier II cities, people enjoy the concept
of dining out. So with the delivery outlets they plan to open dining space outlets as well over
there. They prefer to open our pizza outlets at high-streets as it blends well with their delivery
concept and connects to entire target customer base,”

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Moreover, the company also plans to invest Rs 200 million in upgradation of their manufacturing

SWOT ANALYSIS

OF

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SWOT ANALYSIS

DOMINOS

 Strength:

• Dominos have strong service facilities like ’30 min’s NAHI TO FREE’

• Low price menu

 Weakness:

• They don’t have dine-in facility

• They don’t have own restaurant

 Opportunities:

• New restaurant at busy places

• Capturing the new customer through low price menu

 Threats:

• From their competitors. Closest competitor is pizza hut.

• Pizza hut main competitive advantage over dominos is dine-in facility.

PIZZA HUT

 Strength:

• They have a full service restaurant as well as delivery services.

• Most of Pizza Hut's competitors do not have restaurants.

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 Weakness:

• Pizza Hut does have a restaurant to run is also a weakness.

• Pizza Hut has higher overhead costs, due to the restaurant that other competitors
don't have to deal with Another result of higher overhead costs is higher prices
Pizza Hut must charge

 Opportunities:

• Pizza Hut has is their new ordering online system.

• Anyone with Internet access can order whatever they wish and get it delivered to
their house without even speaking to someone.

 Threats:

• Are from their competitors. Currently, their closest competitor is Domino's Pizza.

• Domino's main competitive advantage over Pizza Hut is their price

MCDONALD’S:

 Strength:

• They have low price menu and also have the own restaurant

 Weakness:

• McDonald doesn’t have delivery service. Least pizza menu list

 Opportunities:

• McDonald has new delivery service. Just can you dial and get any menu

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 Threats:

• From the pizza’s industry like dominos, Pizza Hut, Gracias, and Smoking Joes

COMPARISON BETWEEN

cDonald

V/s

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COMPARISON BETWEEN DOMINO’S AND MCDONALD’S

McDonald’s: Breakfast Menu

Salad sandwich Veggie McMuffin

Veg pizza Rs.29 Rs.35

Rs.20

Egg n cheese McMuffin Spinach n corn Sausage mcmuffin

Rs.35 Rs.40 Rs.45

Egg McMuffin with chicken Sausage McMuffin with egg Hot cake with maple syrup
salami Rs.55 & butter
Rs.50 Rs.50

Big breakfast veg plattler Big breakfast Non veg Cappuccino,coke,plain tea
Rs.90 plattler Rs.
Rs.90
V/S

DOMINOS NEW PRODUCT

Veg Dominos Frankie Veg slice Noodles veggie roll

Rs.20 Rs 15 Rs 25
Dominos egg roll Veg pizza dosa Chicken fries roll
Rs 30 Rs 20 Rs.35

Jumbo veg domies Dominos hungry Domino burger

Rs.40 Rs.50 Rs.25

They are trying to pull out more customers towards the McDonald and generate more sales as
well as acquired more profit.

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Main idea is taking breakfast at McDonalds early in the morning and enjoying your working day
full energetically and freshly.

Price: which is important factor for McDonald, they have competitive prices, mention above
chart.

Also serving cold and hot beverage at affordable price.

Strategy for Dominos pizza in consideration of McDonald

Strategy:

Dominos have rest of there own outlet but not a big one which can more accommodate more
people to serve the breakfast.

Firstly, dominos don’t have their own restaurant, so, first they open the restaurant in their outlets

Dominos can open the new segment like McDonald .Breakfast at McDonalds, using theme of
that and try to pull out the market at dominos

Dominos have plus point like as follows

They have their service delivery facility “30 min’s Nahi to free” same punch line can used as
Quick Breakfast concept.

• Having opportunity like they can innovate the product line with minimum price

• Also, they have low price pizzas with special offer

• Also, they are strong presence in the market as a area coverage and brand name.

Dominos only have the pizzas product line so, they can try the product like burger, sandwich, hot
dog, Frankie, cold drinks and also hot beverage.

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PRODUCT LINE AND PRICE OF PIZZA INDUSTRY

PROUCT LINE & PRICE

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DOMINOS PIZZA PIZZA HUT SMOKIN JOES GARCIAS

PRODUCT LINE
Rs Rs Rs Rs
VEG Serve I Serve I Serve I Serve I
Veg single 35 75 ___ _____

Plane chese 60 75 60 70

Margheritta 65 75 60 70

Cheese & tomato 65 100 80 85

Double cheese 95 120 90 85

margherita
Fresh veggie 95 100 -------- ____

Peppy paneer 135 125 110 120

NON VEG
Non veg 65 ______ ______ ______

Cheese & Barbeque 95 100 90 90

Spicy 135 140 125 130

Chicken Mexican 175 175 140 165

Golden delight 175 175 140 165

Pepperoni 175 185 170 190

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PIZZA HUT PRODUCT

Personal Medium Family

(Serves 1) (Serves 2) (Serves 4)
*All prices in Rupees and Taxes Extra

75.00 145.00 285.00

Tomato & onion

Tomato, crispy onions, green chillies and 100.00 195.00 350.00

cheese

100.00 195.00 350.00

Onion, capsicum & cheese

120.00 230.00 390.00

Onion, capsicum, red paprika & cheese

120.00 230.00 390.00

Cheese pizza topped with extra cheese

Paneer, onion, capsicum, red paprika, 125.00 240.00 410.00

tomato

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Mushroom, onion, tomato, capsicum & 140.00 260.00 425.00

cheese

Mexican speciality cajun spiced paneer,

140.00 260.00 425.00
black olives, corn, capsicum, onion &
cheese

Sweet corn, mushroom, tomato, onion, 160.00 285.00 450.00

capsicum & cheese

Paneer, capsicum, onion, red paprika, & 160.00 285.00 450.00

cheese

Mushroom, capsicum, onion, baby corn, 175.00 295.00 470.00

tomato, olives & cheese

Red & green capsicum, baby corn, olives, 175.00 295.00 470.00
spicy jalapenos & cheese

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Personal Medium Family

(Serves 1) (Serves 2) (Serves 4)
*All prices in Rupees and Taxes Extra

100.00 195.00 350.00

Chicken, onion, green chillies and cheese

120.00 230.00 390.00

Chunks of chicken, pineapple and cheese

Chicken hot 'n' spicy, green capsicum and 140.00 260.00 425.00
mushroom

Kadai chicken, onion, capsicum, red 145.00 270.00 445.00

capsicum, green chilly & coriander

Tandoori chicken, onion, tomato, green 175.00 295.00 470.00

chillies and cheese

185.00 310.00 485.00

100% pork pepperoni and cheese

SMOKIN JOE’S

VEGETARIAN Regul Mediu Larg

ar m e
17.78 25.40 30.48
cm cm seves
Serves Serves 3

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1 2

PLAIN CHEESE 60 110 160

Tomato Sauce + Cheese (Also available in Jain Style)

MARGHERITA
Basil + Tomato Slices

ULTIMATE VEGETARAIN 80 160 210

Onion + Capsicum

MIXED VEG
Onion + Capsicum + Mushroom

WOODCUTTERS 90 165 220

Spinach + Onion + Mushroom + Basil

VEGETARAIN
Garlic + American Corn + Capsicum + Tomato + Oregano

CRISP ‘N’ LITE

Chopped Onion + Capsicum + Tomato + Green Chilli mixed with Cheese on a Thin and Crispy
Base

110 200 270

TANDOORI PANEER
Tandoori Paneer + Coriander + Green Chilli

MUSHROOM DELIGHT
Barbecued Mushroom and Capsicum + American Corn

DELUXE MARGHERITA
X - Cheese + Mushroom + Oregano + Basil+Onion

CORN FEAST
American Corn + Baby Corn + Capsicum + Pineapple

GARCIAS PIZZA

Value I 7" 10" 12" 10"

60 105 170 145
Plain Cheese

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Plain Cheese

(fresh tomato sauce and cheese)

Margherita
(tomato slices and basil)
Basic Veg
(onion and capsicum)

Value II 7" 10" 12" 10"

85 175 240 215
C-n-C
(Fresh American corn with capsicum and a sprinkle of chilly flakes.)
Garlic Supreme
(tomato, mushroom & onion on a tangy garlic sauce)
Veg Ranchero
(mushroom, baby corn, sun-dried tomato with BBQ sauce)

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Light & Crisp

(chopped capsicum, onion, tomato and green chillies on a thin base)

All Time Rustic
(onion, spinach, mushroom and basil)
Spicy Senorita

Spicy Senorita

(mushroom, onion, jalapeno and paprika)

Value III 7" 10" 12" 10"

120 210 285 250
Buddha Delight
(mushroom & cottage cheese marinated in our chef’s schezwan sauce, with capsicum and spring
onions)
Paneer Terriyaki
(paneer in terriyaki sauce with sauteed vegetable and peanuts)
Paneer Haryali
(Cottage Cheese in an herb marinade, tomatoes, onions and fresh chopped coriander on a thin
base)
Tandoori Paneer

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Tandoori Paneer

(Tandoori paneer with onion and paprika)

Spicy Seekh
(spicy soya seekh kebab with green chillies and coriander)
Salsa Paneer
(paneer in spicy salsa sauce and jalapeno)
Garcia's Special
(capsicum, corn, mushroom, olives, extra cheese and jalapeno)

Non-Veg Pizza

stuffed crust

Value I 7" 10" 12" 10"

90 165 230 205

Hot chicken
(hot chicken and cheese)

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Roast Chicken
(roast chicken and cheese)

Chicken Tikka
(garnished with coriander and green chillies)

stuffed crust

Value II 7" 10" 12" 10"

130 220 290 260

Chicken Terriyaki
(chicken in terriyaki sauce with sauteed vegetable and peanuts)

Chicken Pahadi
(coriander and mint chicken with tomatoes, onions and fresh coriander on a thin base)

The Orient Fantasy

(cubes of chicken marinated in our schezwan sauce, topped with green peppers and julliens
of spring onion greens)

Texas Ranchero
(roast chicken & sun-dried tomato with BBQ sauce)

Spicy Italian

Spicy Italian

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(onion, capsicum and spiced chicken sausage)

Picante
(chicken sausage, capsicum, white onion, jalapeno & garlic)

Salsa Chicken
(chicken in spicy salsa sauce & jalapeno)

Milano Style Pizza

(oven roasted chicken with ham and mushroom)

stuffed crust

Value III 7" 10" 12" 10"

165 280 355 320

Deluxe Italian Lovers

(ham, sausage, salami and extra cheese)

The Original BBQ Chicken

(BBQ chicken with mushroom and onion

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MARKETIG STRATEGY OF DOMINOS

PIZZA

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MARKETING STRATEGY

Dominos pizza is premium brand of this product category. it has very well thought marketing
strategy. they have very efficiently tapped the Indian market using the Ps of marketing mix.Their
strategy emphasizes more on informing the people about the dominos 30 minute guarantee, their
help line, their delivery outlet and price- offs or discount coupons during the festive seasons.

Recent addition to this is a joint venture with Petrol pump in New Delhi and at Bandra, Mumbai
wherein your pizza is guaranteed in 6-8 minute of your call and you can very conveniently pick
it on your way home.

As a part of their strategy, they have introduced a birthday package especially for kids wherein
they can celebrate their birthday with their friend and each kid gets a return gift along with the
usual fair.

Also being a customer friendly corporation, dominos believes in sharing its due benefits with the
consumers and looking at the consistent increase in sales it has introduced pizzas starting from
Rs 35.

Its products are priced at the higher end. In addition too dominos pizzas range from Rs 60
onwards in spite of the that fact of India , pizzas are available at local restaurant at a reasonable
price of Rs. 30-40

They believe that their price can be easily justified on grounds of consistent quality and excellent
service they provide. In fact Domino’s imports olive from span, oregano from united states of
America and pepperoni from Italy to maintain that delicious taste of dominos

Hence dominos is confident that their pizzas are so good that consumers do not mind paying a
premium for it

But order to decrease the burden of the premium, dominos regularly has sales promotion offering
price discount schemes etc.

Also, keeping in mind that in India usually the franchisee do not usually maintain the standard of
the parent company consistent, it has not franchised its outlet. Instead it has a master franchise
that owns all the franchise in India Bangladesh and Sri Lanka.

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COMPETATIVE STRATEGY

OF

DOMINO’S PIZZA

V/S

PIZZA HUT

COMPETATIVE STRATEGY

Leaving aside the local restaurant and a few local brands like Smokin Joe’s & gracias etc,
dominos mainly faces competition from two players viz. pizza hut and Smokin Joe’s .

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Domino’s v/s Pizza Hut

Pizza hut is also an internationally know chain of pizza outlet that entered the Indian market
towards the end of the 20th century. Its target audience is basically the youth and the families who
like socializing.

They are initially targeting only the metropolitan cities as they have positioned themselves as an
outlet for rejuvenating lost relationship and socializing as they have an excellence ambience to
boost it.

Thus pizza hut emphasizes more on the ambience, it provides rather than the product it offer.

In comparison dominos just has delivery outlet but does not have an eating outlet, where the
consumers could enjoy themselves. This has provided pizza hut with a competitive edge over
Domino’s

As far as the price is concerned, pizza hut products start at around Rs 160. It is priced much
higher than dominos pizzas but they justify it on the basis of the service and the ambience they
provide their customer at the outlet.

Pizza Hut’s marketing strategy is basically aimed to make the consumer feel very important. It
actually wants the consumer to believe that Pizza Hut is the ultimate outlet for celebrating
anything and everything. It has created an ambience to ensure that customers start finding excuse
to the outlet.

Dominos has a major threat from Pizza Hut in this aspect. With the increasing number of
professionals and increased exposure to western style of eating outdoors frequently, Pizza Hut
may quickly score over Domino’s.

In addition the great interiors, the music and the overall service at the pizza hut outlets create an
atmosphere which tempts you to visit the place again. So dominos have to do something to
overcome this problem

So dominos have to do something to overcome this problem.

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RESEARCHS ANALYSIS

OF

DOMINO’S PIZZA

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RESEARCH ANALYSIS

The research conducted clearly indicates that Domino’s is the current market leader in India, but
may soon face very tough competition from both McDonald and pizza hut. So to improve their
brand image and consolidate their position in the market, they need to take up some innovative
approach very soon.

Special area of dominos is home delivery 30 min’s concept, using this punch line they grow their
business in various segment like opening dine-in facility, using breakfast concept

• The 1st point is that Dominos needs to increase their trials. Since their quality &
innovative segment is good this is enough to retain the new consumers. Dominos needs to
open the new segment like McDonald-breakfast menu. This can be done by through
effective advertisement and sales promotion. Catchy and visually effective commercials
would entice consumers to eat pizza industry.

• 2nd point Pizza Hut is mass consumption product, Domino’s have very good pricing
strategy over Pizza Hut but they have dine-in facility as well as pick up facility.

• 3rd To compete against Pizza Hut this too has started with the home delivery service.
Dominos need to have at least one eating outlet in every city to cater to the socializing
crowd. Beautifully furnished outlets and good ambience will also help improve the brand
image as well as in growing the business revenue.

• 4th point Dominos has company policy of not asking customers for suggestion which is
not a very positive sign. In India it is very important to make the consumers feel special.
Hence the company can definitely ask the consumers to give in their suggestion and
implement changes whenever possible. This might also give them an insight into new
avenues that could be explored.

• 5th point Dominos known for offering discount coupons and price off pretty regularly due
to which consumers wait to order only when offered discounts. Instead the company
could offer some pizzas as well as innovative product at a lower price which would help

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increase the frequency of pizzas consumption and help in grow new customers. Make
special offers on weekends and weekdays , use special occasions like festivals to reach
out maximum customers by using effective promotion and different product offering.

Discount coupons are keeping in kids wear showroom and in men’s & women’s
showroom.

• 6th point Use of good public relation exercise like delivering free pizzas to regular
customer on their birthdays and also offering them price offs on purchasing certain
number of pizzas in a month or a quarter would help increase brand loyalty and add a
personal touch to their entire effort

• 7th point Main thing, which dominos could do, is to develop the restaurant at each corner
of city and also developed the business across all over the rural areas with premium
prices

Thus dominos actually needs a face-lift to improve their market position and make the brand
more popular to get more number of customers and revenue growth. Since there are still many
people in the country who might not have ever tasted a pizzas, the pizza industry has a lot of
scope to grow.

Hence dominos has lot of OPPORTUNITY and space to its OPENING THE NEW
RESTAURANT and conquer more consumers and new markets

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CONCLUSION:

In general this project is based on Indian pizza market. Now in global market where they are
stand in recent scenario. The main objective is increasing the number of customer base of
Domino’s Pizzas. This also has talked about the entry of various giants in Indian pizza industry.
it has touched various aspect of pizza industry such as product line, comparison , strategy,
competition, etc

Dominos pizza industry is purely based on home delivery service industry, lot of research need
to be carried out to take the Dominos to its future destination whereby increase the number of
consumers and growing the business through opening the DINNE-IN FACILITY all over the
India. Also starting the new restaurant with new innovative products as well as opening the new
segment for Domino’s pizza.

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BIBLOGRAPHY

BOOKS

Marketing management concepts- by Philip Kotler.

WEBSITE

http://www.google.co.in/
http://www.wikipedia.com

http://www.dominos pizza.com

http://www.pizza hut.com

http://www.mcdonald.com

http://smokin joes.com

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