PRESENTATION

TOPIC- 7P's Of Domino's Marketing Mix

Presented by-

Group D
introduction
 entered India in 1996 through a franchise agreement with Vam Bhartia
Corp.

first outlet was opened in Delhi.
 Domino's had the largest n etwork in the fast food segment in India- with
101 outlets across 40 cities.

 Domino's had a tie-up with a real estate consultant Richard Ellis to help
with locations, conduct feasibility studies, and manage the construction.
It was also looking at non-traditional outlets like large corporate offices,
railway stations, cinema halls and university campuses.
 Marketing Mix

 The tools available to a business to gain the reaction it is seeking

from its target market in relation to its marketing objectives

7Ps ±
1. Product
2. Price
3. Promotion
4. Place
5. People
6. Process
7. Physical Environment
 Traditional 4Ps extended to encompass growth of service industry
Product

 To capture the market, Domino¶s 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
Chana Masala were confined to the North.
Price

 Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-
sensitive.
 We 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/-.
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,
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.
people
 people meeting and dealing with the customers
 Domino,s have large no. of trained employee for handling his customer
process
 the way in which orders are handled, customers are satisfied and the
service is delivered.

Self serve
 Provide home delivery facility
Physical Environment

 tangible evidence of the service customers will receive

 Outlet setup by Domino,s
Thanks