COMPANY PROFILE of Anita Dominozz Final Project

42
Project on Direct Marketing COMPANY PROFILE DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store. On May 13, 1983, Domino's opened its first international store, in Winnipeg, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. 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. Involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its Dominos Page 1

Transcript of COMPANY PROFILE of Anita Dominozz Final Project

Page 1: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

COMPANY PROFILE

DOMINO’S PIZZA

Domino's Pizza is an international fast food pizza delivery corporation. It was

founded by Tom Monaghan. There are currently about 8,500 corporate

and franchised stores in 55 countries, including all 50 US states. It was the

second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first

Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow

and in 1978 opened its 200th store.

On May 13, 1983, Domino's opened its first international store, in Winnipeg,

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

Domino's had 1,000 international locations. 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.

Involved in day-to-day operations of the company. A year later, the company

named David A. Brandon Chairman and Chief Executive Officer.

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 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 2001 the

company's 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.

Leading industry publication Pizza Today magazine named Domino’s Pizza

"Chain of the Year" in 2003.

Dominos Page 1

Page 2: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

MARKETING

Marketing

This department makes sure that it stays ahead of the game by understanding

What customers want and publicizing its brand through innovative advertising,

direct mail, e-commerce and PR. Marketing is also closely involved in the

development and launch of new products and technology that makes Domino’s

stand out from the competition!

Food Service

Responsible for manufacturing Domino’s hallmark fresh dough at our company-

owned facilities and for sourcing the fine, fresh ingredients used in stores, Food

Service is a very important department with responsibility for making sure

ingredients meets strict food safety criteria.

This department also sources, invents and/or manufactures all of the equipment

used in our stores.

IT

As the first pizza delivery company in the world to offer customers both online

and interactive ordering facilities, it’s no surprise that IT is a very important part

of corporate and store level operations. Domino’s IT team makes sure that all

technology and e-commerce services are the best to support business and that

they work efficiently. It surprises many people to learn how Domino’s applies IT

to virtually every aspect of running business at store and corporate level.

Dominos Page 2

Page 3: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Business Strategy

To achieve further growth through the continued implementation of business

strategy, which includes the following key elements?

Continue to execute on our mission statement.

Its mission statement is “Exceptional franchisees and team members on a mission

to be the best pizza delivery company in the world.” it implement this mission

statement by following a business strategy that-

• Puts franchisees and Company-owned stores at the foundation all thinking and

decisions;

• Emphasizes ability to select, develop and retain exceptional team members and

franchisees;

• Provides a strong infrastructure to support stores

• Builds excellent store operations to create loyal customers.

Grow leading position in an attractive industry.

U.S. pizza delivery and carry-out are the largest components of the U.S. QSR

pizza category. They are

also highly fragmented. Pizza delivery, through which a majority of our retail

sales are generated, had sales of $10.9 billion in the twelve months ended

November 2008. As the leader in U.S. pizza delivery, believe that convenient

store locations, simple operating model, widely-recognized brand and efficient

supply chain system are competitive advantages that position to capitalize on

future growth.

• Leverage strong brand awareness.

Believe that the strength of Domino’s Pizza brand makes one of the first choices

of consumers seeking a convenient, quality and affordable meal. They intend to

continue to promote brand name and enhance reputation as the leader in pizza

delivery. In 2007 it launched the campaign, “You Got 30 Minute,” which built

on the Company’s 30-minute delivery heritage. In 2007 and 2008, each domestic

store contributed 4% of their retail sales to advertising fund for national

advertising in addition to contributions for market-level advertising. Intend to

Dominos Page 3

Page 4: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

leverage strong brand by continuing to introduce innovative, consumer-tested and

profitable new product varieties (such as Domino’s Brooklyn

Style Pizza and Domino’s Oven Baked Sandwiches), complementary side items.

• Expand and optimize domestic store base.

Plan to continue expanding base of domestic stores to take advantage of the

attractive growth opportunities in U.S. pizza delivery. They believe that scale

allows expanding store base with limited marketing, distribution and other

incremental infrastructure costs. Additionally, franchise-oriented business model

allows expanding store base with limited capital expenditures and working capital

requirements. While they plan to expand traditional domestic store base primarily

through opening new franchise stores, they will also continually evaluate mix of

Company-owned and franchise stores and strategically acquire franchise stores

and refranchise Company-owned stores.

Continue to grow international business.

They believe that pizza has global appeal and that there is strong and growing

international demand for delivered pizza. They have successfully built a broad

international platform, almost exclusively through master franchise model, as

evidenced by their 3,726 international stores in more than 60 countries. They have

significant long-term growth opportunities in international markets where they

have established a leading presence. In their current top ten international markets,

believe that store base in total for these ten markets is approximately half of the

total long-term potential store base in those markets. Store-level economics of

business model, the growing international demand for delivered pizza and the

strong global recognition of the Domino’s Pizza brand. International stores have

produced positive quarterly same store sales growth for 60 consecutive quarters.

Dominos Page 4

Page 5: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Segment overview

It operates in three business segments:

• Domestic stores.

Domestic stores segment consists of domestic franchise operations, which oversee

network of 4,558 franchise stores located in the contiguous United States, and

domestic Company-owned store operations, which operate network of 489

Company-owned stores located in United States;

• Domestic supply chain.

Domestic supply chain segment operates 17 regional dough manufacturing and

food supply chain centers, one supply chain center providing equipment and

supplies to certain of domestic and international stores and one vegetable

processing supply chain center.

• International.

International segment oversees network of 3,726 international franchise stores in

more than 60 countries. International segment also distributes food to a limited

number of markets from six dough manufacturing and supply chain centers in

Alaska, Hawaii and Canada (four).

Dominos Page 5

Page 6: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Marketing operations

Domestic stores contribute between 4% to 5% of their retail sales to fund national

marketing and advertising campaigns advertising programs. It also contributes to

market-level media campaigns. These national and market-level funds are

administered by Domino’s National Advertising Fund Inc., or DNAF, not-for-

profit advertising subsidiary. The funds remitted to DNAF are used primarily to

purchase television advertising.DNAF also provides cost-effective print materials

to domestic stores for use in local marketing that reinforce national branding

strategy. In addition to the national and market-level advertising contributions,

domestic stores spend additional amounts on local store marketing, including

targeted database mailings, saturation print mailings and community involvement

through school and civic organizations. Additionally, we may from time-to-time

partner with other organizations in an effort to promote the Domino’s

Pizzabrand.By communicating a common brand message at the national, local

market and store levels, we create and reinforce a powerful, consistent marketing

message to consumers. This is evidenced by successful previous marketing

campaign with the slogan “Get the Door. It’s Domino’s.” and current marketing

campaign with the slogan “You Got 30 Minutes.™” Over the past five years, it

estimates that domestic stores have invested approximately $1.4 billion on

national, local and co-operative advertising.

Third-party suppliers

The active relationships of 15 years or more with more than half of major

suppliers. Suppliers are required to meet strict quality standards to ensure food

safety. They review and evaluate suppliers’ quality assurance programs through,

among other actions, on-site visits, third party audits

Dominos Page 6

Page 7: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Trademarks

It has many registered trademarks and service marks and believes that the

Domino’s mark and Domino’s Pizza names and logos have significant value and

are important to business. Its policy is to pursue registration of trademarks and to

vigorously oppose the infringement of any of its trademarks. It licenses the use of

registered marks to franchisees through franchise agreements.

Risk Factors

Risks relating to business and industry

1. The pizza category is highly competitive, and such competition could adversely

affect operating results.

2. If it fail to successfully implement growth strategy, which includes opening

new domestic and international stores, then ability to increase revenues and

operating profits could be adversely affected.

3. The food service market is affected by consumer preferences and perceptions.

Changes in these preferences and perceptions may lessen the demand for

products, which would reduce sales and harm business.

4. Increases in food, labor and other costs could adversely affect profitability and

operating results.

5. Not having long-term contracts with certain suppliers and as a result they could

seek to significantly increase prices or fail to deliver.

6. Shortages or interruptions in the supply or delivery of fresh food products could

adversely affect operating results.

7. Any prolonged disruption in the operations of any of dough manufacturing and

supply chain centers could harm business.

8. Loss of key personnel or inability to attract and retain new qualified personnel

could hurt business and inhibit ability to operate and grow successfully.

9. International operations subject us to additional risk. Such risks and costs may

differ in each country in which we do business, and may cause profitability to

decline due to increased costs.

10. Fluctuations in the value of the U.S. dollar in relation to other currencies may

lead to lower revenues and earnings.

Dominos Page 7

Page 8: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

INNOVATIONS

AUSTRALIAN AND NEW ZEALAND ONLINE SUCCESS

Ordering a pizza, pasta or dessert from improved menu has never been so easy.

With a click of a button, customers can select from menu, add drinks and sides,

pay with cash or credit and watch as their order is made right before their eyes.

With significant focus on the technology side of the Domino’s business, have seen

some impressive results over the past 12 months. Australia is now averaging more

than 23% of orders placed online.

ECLUB DATABASE

Brand loyalty has also grown significantly with club member database. Each

month tens of thousands of people join to receive special Domino’s offers and

communication direct to their email box. With a database reaching into the

hundreds of thousands, weekly Electronic Direct Mail (EDM) pieces have given

us the opportunity to target offers to a store’s local area, resulting in greater

loyalty. The growth in our e Club database has also enabled Domino’s to drive the

creative look and feel of EDMs including personalized CEO letters and themed

pieces around new menu items and significant calendar events.

Dominos Page 8

Page 9: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

ONLINE ADVERTISING

Greater integration across all media channels for the new menu launch in

February 2009 helped increase Domino’s presence in online advertising which

resulted in great profiling opportunities for online ordering capabilities. All

Domino’s banner advertising, including the successful Choc Lava Cake banner,

includes a click through function enabling customers to place an order

immediately after seeing an online banner.

WEBSITE CREATIVE SUCCESS

The Domino’s websites in Australia and New Zealand have undergone vast

improvements in the way promotional products are communicated to customers.

The most visually-tantalizing of these promotions are the ‘over the page’

animations for Choc Lava Cake and Sticky Date Pudding with sauce running

down the page when people enter the sites. Creative ideas such as this have

helped drive relevant product sales and ticket averages for online ordering.

IPHONE

Over the next few months Domino’s will launch a dedicated iPhone application

for online ordering. As our customers and the broader Australian market adopt

new technologies, Domino’s is committed to ensuring we remain at the forefront

with new innovations. The iPhone application will provide customers with greater

freedom to order their favorite Domino’s meal wherever they are. This

Australian-first for the pizza industry will help drive online business and cement

the position as the leading innovator.

Dominos Page 9

Page 10: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

E-Commerce

In 1999, Domino’s Pizza became the first pizza delivery company in the world to

offer nation-wide internet and interactive television ordering. Delivered pizza can

be ordered via website (www.dominos.co.uk) or via any of the UK’s major

interactive TV services.

National Hotline

In 2004, Domino’s launched a National Hotline, enabling customers to order

pizza from their nearest store, without having to remember individual store

numbers.

By dialing 087 12 12 12 12 from a landline, or a previously registered mobile,

customers are connected to their nearest store. If their number is not registered,

Domino’s Pizza technology will triangulate the customer’s co-ordinates and ask

whether they would like to order from their nearest store or request the post code

for the store they would like the delivery made to.

Dominos Page 10

Page 11: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

CARBON FOOTPRINT MEASUREMENT AND MANAGEMENT

Domino’s is developing a systematic approach for the measurement of its carbon

footprint in Australia. With the impending “carbon constrained economy”, such

an approach is crucial in order to meet the challenges that lay ahead for every

Australian company. Domino’s is nonetheless determined to meet those

challenges because as a responsible corporate citizen it is the right thing to reduce

its impact on the environment. Domino’s realized that to develop a veritable

approach for the measurement of its carbon footprint it would need expert

assistance. Following a review process, Domino’s selected Carbon Systems

Australia to be its sustainability partner to advise and assist Domino’s generally

with sustainability matters. Once its carbon footprint is established then Domino’s

will have a verifi able baseline against which to manage its carbon emissions and

monitor the reduction of those emissions.

It is no easy task to assess the carbon footprint of many stores across Australia.

Domino’s will be implementing Carbon Systems’ Energy and Carbon Intelligence

System (ECIS) which will support us in three critical areas:

• data collection and management - both the retrieval and collation of historical

data to establish baseline reporting, and the implementation of an automated

system to ensure that ongoing data collection is timely, complete and accurate;

• the establishment of a performance management framework to track energy

and carbon reduction initiatives; and

• the ability to disseminate information to Domino’s stakeholders in a quick,

automated manner. The ECIS will initially cover corporate stores but Domino’s

will be working with its franchisees to introduce their stores into the ECIS as

well.

Dominos Page 11

Page 12: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

30 Minute Guarantee:

At one point, Domino's Pizza had a guarantee that a customer would receive their

pizza within 30 minutes of ordering, or they would receive the pizza free and

Domino's still guarantees delivery within 30 minutes, failing which the customer

is given his order free of cost.

They does not take order if the customer is calling from distance place where it

is impossible to deliver pizza within 30 minutes

If suppose a customer is ordering a pizza cost for Rs. 500 & if they are unable

to deliver the pizza within time , suppose they are late for another 6 to 10

minutes , then they give discount of Rs 300 & provide the pizza for Rs 200

They believe in the service called TSG (Total Satisfaction Guarantee)

Free Home delivery of home cooked food in South Delhi. They offer both Non-

Veg and Vegetarian home-cooked food for small Get-Together. The Costs are

very

Reasonable and the foods are Hygienic and Low fat.

Dominos Page 12

Page 13: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Innovating the Pizza Delivery Business

Throughout the history, in addition to pioneering the concept of efficient delivery of

made-to-order pizzas, they have been part of innovations that have made significant

impact on the pizza and delivery industries. Here’s a look at some of the innovative

thinking:

Domino's Heat Wave Hot Bag

Domino's Heat Wave; hot bags were introduced in 1998. Each hot bag

contains a patented heating mechanism warmed via electro-magnetic

energy. This technology keeps the pizza oven-hot during a normal

delivery. The outer material of the bag is made with water-repellent nylon

rather than the vinyl material previously used. Inside the bag is 3M

Thinsulate insulation, which eliminates unwanted moisture, keeping the

pizzas both hot and crisp.

A better box

Domino's was the innovator behind the sturdy, corrugated pizza box,

which keeps moisture from weakening the box, while preventing cheese

from sticking to the top during delivery.

Car-top sign - in 3-D!

Today, it's hard to miss pizza delivery cars -- thanks to Domino's Pizza.

Pizza and side order boxes account for most of the packaging used by

Domino’s Pizza,

Dominos Page 13

Page 14: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Packaging

Pizza and side order boxes account for most of the packaging used by Domino’s

Pizza, although some small items such as dips and desserts are packaged in other

materials. This fact sheet focuses on Domino’s Pizza box packaging

Design

Nearly 38 million pizza boxes are used by Domino’s Pizza in a year, each one

bearing the unique Domino’s red, blue and white logo. The most important design

elements are those that help keep the pizza oven-hot and fresh. A layer of

corrugated paper encapsulated by board forms the main body of the box

packaging and provides insulation. Each box is also punctuated with small

ventilation holes to allow steam to escape, preventing the pizza from becoming

“soggy”.

Recycling & The Environment

Minimum of 80% of the corrugated board used for Domino’s Pizza’s box

packaging is made from recycled paper. The remaining 20% is made from virgin

pulp to increase the board’s strength and this is specially sourced from sustainable

forests. Domino’s Pizza box packaging is completely recyclable. There are many

recycling points to be found locally and Domino’s encourages customers to take

used box packaging to these points for recycling. Alternatively, the Environment

department at your local council may provide details of your nearest recycling

collection point. Domino’s Pizza stores create hardly any litter. Having said that,

team members are trained to keep their stores immaculately clean inside and out.

Safety

All cardboard used in Domino’s Pizza’s box packaging is accredited as being

‘food-friendly’ by the Food and Drug Administration in the USA. And only

water-based inks are used to create the distinctive Domino’s Pizza designs that

appear on the boxes. All Domino's Pizza boxes are manufactured to British

standards BS5750/ISO9000 certificate no: Q06314 and comply with all relevant

EU legislation.

Dominos Page 14

Page 15: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

4 P’s of Marketing:

Marketing includes the planning and the implementation of the marketing mix.

The marketing mix which is also called the 4 P’s of marketing represents almost

all the steps that are involved in the marketing process. 4 P’s of marketing

represent product, price, place and promotion.

Product:

 The very brand name “Domino’s” adds value to the products available in the

store.  The quality and the hygiene of the pizzas and the other add-ons are taken

care of by the company or the franchisees by way of training to the employees.

Domino’s also takes pride on the innovation of many new products and ideas.

Some of these are as follows

Double Decadence:

 Domino’s launched the first Double Decker pizza in the UK. Domino’s

Double Decadence is created when two thin and crispy dough bases are

sandwiched together with a layer of creamy cheese and herb sauce. The pizza is

then topped with vine ripened tomato sauce, mozzarella cheese and the customers;

choice of toppings.

 Virtual Store:

            To make take home pizza ordering more convenient for the customers,

Domino’s has designed an online service which features the customers’ favorites

and also the customers can order for pizzas by text message via mobile phones

and orders can be placed online. When the order online option is selected, the

customer is taken to the order form. And the customers has to enter the postcode

of the delivery address and then other delivery details like the phone number and

e-mail address has to be entered. Then the customer is taken to another page – the

best part of the process – pizza. The customer can select the pizza and the size of

it and also the customer has the option to create his/her own pizza and then pay

Dominos Page 15

Page 16: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

for the food either online using a debit or a credit card or to opt for paying the

amount to the person who delivers the pizza.

  Domino’s Heat wave Bag:

            Domino’s Heat wave hot bag was introduced in the year 1998. The Hot

bags contain a heating mechanism that is warmed by using electromagnetic

energy. This technology keeps the pizza oven-hot during the delivery. 

 Price:

            Domino’s follows a pricing policy that is determined based on the

economy of the country. The pricing policy of Domino’s gives a competitive

advantage to the company over its competitors. The price discounts available to

the customers are used as a tool to attract customers into the store. Domino’s also

follows seasonal pricing in order to attract customers and to keep an edge over its

competitors. The company also has special discounts on bulk purchases.

Place (Distribution Decisions):

            Domino’s Pizza stores are established in almost 50 countries and they

have got more than 8,000 stores worldwide. The Domino’s stores are centrally

located and in a manner convenient for the people to walk in and also convenient

for the deliverers to do their job. The distribution channel followed by the

company is mostly through takeaways, telephone ordering, SMS and online

ordering. The pizzas are delivered by way of scooters at their door step. In order

to maintain the quality of the pizzas, they are carried in a heat wave bag so that

they can deliver hot and tasty pizzas to their customers.

Dominos Page 16

Page 17: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Promotion:

            Pizza order discount: Domino’s offers its customers a number of discount

and other promotions on purchasing Domino’s pizza.

         A customer walked out of a Florida Domino’s store with a $10,000 cheque

for having bought the Gotham City Pizza and the promotion was called The Dark

Knight Deal.  

         The Dark Knight Deal also allows the customers to win Xbox 360 and other

gaming consoles.

         Domino’s pizza has introduced a new value meal called the 444 deal. This

444 value deal contains three ten-inch pizzas with one topping for $4 each with a

minimum number of three orders.

         Dominos also allows its customers to play games by the time their food

arrives. There are actually two games – asteroids and slide puzzle to play.

Dominos Page 17

Page 18: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Segmentation

Demographic segmentation

In demographic segmentation, we divide the market into groups on the basis of

variables such as age, gender, etc; these demographic variables are so popular

with marketers so that they are often associated with the consumer’s needs and

wants.

Here are the demographic variables have been used to segment markets.

Age:

Below 15 years - 0%

15 - 20 years - 20%

21 - 30 years – 40%

31 - 40 years - 25%

Above 40 years - 15%

The companies target audience is the bachelors, youth and the professionals who

have no

time to prepare food and to grab the food as fast as possible.

Gender

They targeted both genders.(mainly male because many males will not like to

prepare food when they are single).

Income

further segment the market based on economic groupings:

Income status

Upper Class 60%

Middle Class 35%

Lower class 5%

Dominos Page 18

Page 19: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Occupation -

Self employed (superior level peoples), officers executives, junior officers,

Executives.

Ethnicity

For this reason they come modified their menu and they added new dishes like

peppy paneer and pizzas are available in 3 sizes small, medium, and large.

Geographic segmentation

Geographic segmentation is basically using the spatial location to segment the

market. In Geographic segmentation calls for the diff geographical units such as

states, regions, cities and the south Asia is a one of the major geographic

segmentation variables relevant for marketers. Here markets are mainly divided

into the rural and urban areas. Domino’s intends to penetrate completely within

these markets by opening up 20-25 outlets per year in these cities. Domino’s has a

young and enthusiastic team of more than 2,100 employees. Today, Domino’s has

emerged as the leader in the fast food segment with about 65% of market share of

pizza delivery in India and have outlets more than any other corporation in the

business of food, not just the pizza business. All the Company outlets are

corporate outlets invested by the company and also managed by the company.

Area – semi urban and urban

City – class-A and Class-B cities i.e. metro politician cities

Region -- 56 regions where the pizza demand is more. And around 250 outlets in

India.

Dominos Page 19

Page 20: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Psychographic segmentation --

It is the science using psychology to better understand the consumers, and they

are trying to sui with local food, and they all ready created the brand name in

consumers mind by advertisement and service i.e. 30 min delivery. Dominos in

2005 takes the Arshad Warsi (circuit) as their brand ambassador.

In Psychographic segmentation, buyers are divided into lifestyle, personality or

values.

Lifestyle – Business class, outdoor oriented.

Personality – Ambitious, open to experience.

Occasions – Regular, special.

Benefits – Quality, service, delivery in 30 minutes or else free.

User status – Regular user

Usage rate – Medium

Loyalty status – Medium loyal

Readiness stage – Intending to buy

Attitude toward product – Enthusiastic

Dominos Page 20

Page 21: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Some other Special offer in dominos pizzas

The Dominos Pizza franchise constantly keeps on inventing ways through which

it can make a greater impact on the fast food market. That is how the fast food

franchise came up with ‘Fun Meal for Four’ offer. Through this method, the

pizza franchise is able to produce more variety in the food delivered to its

customers at their door steps. Through its 'Fun Meal for 4’ pack the

Domino’s Pizza India offers four pizzas at the rate of Rs 180. This means

charge of one pizza will be just Rs 45. This has helped the specialty food

franchise to enhance the strength of its customer base. Yet another strategy

employed by the fast food franchise to spread their market is to portray

their advertisements in an old-fashioned background. This quasi-environment is

sure to make a positive impact on the semi-urban crowd who are not much

familiar with the brand. The specialty food franchise has set apart Rs 50 crore for

its promotional activities in 2007-08. The fast food franchise is willing to work

harder in order to improve its growth rate in Indian market. The

specialty food franchise expects to increase its pizza delivery at a rate of 45 per

cent by the end of the coming financial year.

Dominos Page 21

Page 22: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Competitor

McDonalds

Wendy's

Papa John's

International and California Pizza Kitchen

WHAT MAKES DOMINO’S PIZZA BETTER THAN IT

COMPETITORS

• Varity of Pizza’s

• Good ambience

• Services offered

• Quality of pizza’s

• Location of the Outlet

• Waiting time in the outlet

• Door step services

• Low pricing

Dominos Page 22

Page 23: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

NEW PROMOTIONAL ACTIVITY

OFFERS BY DOMINOS

• With every order of pizza and coke/Garlic bread sticks get a domino’s

Pasta for Rs.39 instead of Rs 69.

• Pasta is available in 2 variants: cheesy white and tangy red veg Rs

69/- non veg Rs 79/-

• Get garlic bread for only Rs 30/- with any of the pizza mania

Combinations.

• Dominos start providing coke/fanta/sprite.

• Dominos started pizzas mania which start from Rs 35 and we get the

Toping according to our choice.

• Web coupons available at web site www.dominos.co.in

• Discounting coupons are being provided with every item purchased.

• Suggesting selling at a discounted price

• New schemes at regular interval of time according to the taste of the

INDIAN customer

SUCCES FACTOR OF DOMINO’S PIZZA

• Domino's is a powerful global brand.

o "Mega Brand" as defined by Advertising Age

o Significant, ongoing investments in advertising result in broad consumer

awareness

• Domino’s are the #1 pizza delivery company

o Largest share of pizza delivery channel

o Reinforced by our well-known slogan, "Domino's Pizza: You Got 30

Minutes™

Dominos Page 23

Page 24: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

CONCLUSION

It has successfully established its market because of-

Their best services

Employee's behavior

Localizing the menu

Pricing strategy

Delivery System

Advertising strategy

Dominos Page 24

Page 25: COMPANY PROFILE of Anita Dominozz Final Project

Project on Direct Marketing

Bibliography

www.microscibd.com

www.mcd.com

www.mcafe.com

www.infoindia.com

www.pricemarketing.com

www.supplychain.com

www.indiamarketing.com

www.indiaimplem.com

Dominos Page 25