DOMINO S

HISTORY
Type Industry Founded Headquarters Area served Key people Products Revenue Employees Website Public Restaurants Ypsilanti Michigan, United States (June 10, 1960) Ann Arbor, Michigan, United States Worldwide Tom Monaghan, Founder J. Patrick Doyle, CEO Pizza, sandwiches, pasta, chicken wings, desserts $1.425 billion USD(2008) 145,000 www.dominos.com

Company At A Glance
Domino's entered India in 1996 through a franchise agreement with Vam Bhartia Corp. The first outlet was opened in Delhi. Now the world leader in pizza and sandwich delivery 125,000 employees in 60 countries $1.4 billion 2009 revenues

Franchise Relationships
Franchises are primary driver of company s growth
90% of U.S. and 100% of international stores are independently owned Half of franchisers own only one location so store is sole source of livelihood

Division of labor:
Franchisees: determine menu prices, hiring/firing Corporate: provide training, operations manuals, advertising support, brand standards

An expanded marketing mix for services

People
Place & Time

Product (service)

Process
Price Price

Place

Customers Customers Customers

Promotion

Physical evidence

7Ps OF SERVICING MIX

PRODUCT PRICE PROMOTION PLACE PEOPLE PROCESS PHYSICAL EVIDENCE

7 P s OF MARKETING
PRODUCT
Core Product:  Domino s provide pizza in different sizes and crusts offering a wide varieties of toppings  Garlic Breads, Pasta, Chicken Wings, Calzone, Deserts  Low Priced pizza called Pizza Mania  Offers Kheema Do Pyazza Pizza , introduced keeping in mind the customers who like an Indian touch to their pizzas

 Facilitating Element:
 Information: They provide details about their product through the menu card which is also available online  Order Taking: Orders are taken on phones, online and at the outlets providing personal attention to customers  Billing: The billing amount is informed to the customers immediately after taking the order  Payment: Coupon Redemption is done, accepts cash payment

Enhancing Element:
Provides home delivery service within 30 minutes otherwise gives it for free Regularly provide discount coupons to the customers

PRICE
It offers pizza ranging from Rs 39 Rs 495. All prices is excluding VAT. Provides the discounts, combos offer, coupons. 39 rs Pizza

PROCESS

Self service system. Hungry hotline facility. Keep in mind the health and hygiene.

 Domino s Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTES OR FREE service commitment. Domino's constantly strives to develop products that suit the tastes of its customers, Domino's believes strongly in the strategy of 'Think local and act regional'.

Domino's: Best Delivery Process Ever!

Domino's has, by far the most convenient and efficient online ordering process. Here it is: 1. Delivery or Carryout 2. Your Location 3. Address 4. Place Your Order 5. Confirm 6. Checkout 7. Give any special delivery instructions for the driver 8. Confirm Order Summary 9. payment method 10. Confirm *The whole time you are going through this process, there is a summary

on the right of the page just so you can see what you have ordered and the price.

PHYSICAL EVIDENCE
Logo Parking space. Good infrastructure. Clean and friendly services. Use of modern technology equipments.

People

 A team of over 6,000 enthusiastic and dedicated employees.  Appropriately trained for delivering the service.  Personality development and grooming sessions.  Provide them with various facilities such as medical help, consultation, traveling facilities, perks and bonuses  Team members are recognized and rewarded based on ability and merit for their contributions

PLACE
274 Locations in 55 cities across India. In early 2000, Domino's came out with its own logistics model. Domino's first decided the procurement strategy for its key raw materials. Domino's opened an outlet in every potential market, which fell enroute between the commissary in Delhi and Jalandhar, it prime sourcing base

PLACE
y PLACE & DISTRIBUTION:  It has around 300 outlets in 65 cities, in 22 states in India.  The sites have been chosen keeping in view that all the stores are in and out of center location on retail and has good parking accessibility. Secondly the catchment area is of a specified minimum size and within a given drive time to the site.  The type of distribution channel used by Domino s Pizza is the direct channel which is successful when there is an extremely large market that is geographically dispersed and when there are a large number of buyers, but a small amount purchased by each  Customers can eat at the outlet or can have home delivery by ordering on phone or can order online.

yPROMOTION:
Regular advertisements in in newspapers, magazines, television and online Use of famous stars like Paresh Rawal, Arshad Warsi in advertisements Distributing door to door brochures Providing discount coupons & special customer membership coupons. Tied-up with Facebook and Twitter

Service Marketing Triangle

Company (Management)
Internal Marketing
enabling the promise

External Marketing
setting the Promise

Employees

Customers
Interactive Marketing
delivering the promise

INTERNAL MARKETING
Training is provided for young and enthusiastic team Incentives are awarded for maximum delivery within 30 minutes Bonus scheme incorporating profit Uniforms are provided to the employees with a Domino s logo There is also an Employ of the month award which encourages them

EXTERNAL MARKETING
y Regular advertisements on print and electronic media communicating their message y Provide the opportunity of online booking system y Provide discount coupons and menu with every delivery y Domino s has also tied-up with Facebook & Twitter for promotion y Promise is made of their quality and 30 minutes delivery system through advertisements

INTERACTIVE MARKETING
Incentives encourage the employees deliver their promise of delivery within 30 minutes Employees serve the customers well and take their orders promptly Employees also make aware their customers about the different offers which help in saving their money and build a trust factor

MEASURE OF SERVICES
R R A T E

y Reliability:
 Customers rely on Domino s for free home delivery within 30 minutes as promised  Customers rely on the Quality and Freshness of the food being served.

 Responsiveness:
 Being a responsible organization, Domino s keep on informing the customers about their changed and new menu items through advertisements.  Domino s understands that it is their responsibility to deliver their customers within 30 minutes which they are expecting.

y Assurance: Customers of Domino s are assured that the employees will attend them sincerely and take their queries well. The employees always give assurance to their customers that they would be delivered the food within 30 minutes and that too hot and fresh.

y Tangibles:
 The ambience of Domino s outlets is such that when a customer enters he gets a feel of it.  The packaging of food items is very good which keeps the food hot and crisp until it reaches the destination.  The ovens used are of the latest technology.  For the convenience of customers, Domino s provide plastic cutleries with the delivery.  It offers discount coupons with every purchase with the menu card  It also offers special customers membership coupons.  The pizza delivery boys are always neatly and professionally dressed.

 Empathy:  The employees at Domino s give undivided attention to the customers while attending them and taking their order.  They provide extra information to their customers related to the discounts and other offers which help in saving their money.  They always handle the complaints with care and positive attitude.  They help consumers looking for an affordable and value for money meal option

CONCLUSION
 A powerful global brand.  Domino s are the No.1 pizza delivery company  Largest share of pizza delivery channel  They have a large and growing international presence.  They operate a profitable, value-added supply chain system.  Ensures quality and consistency  Employees behavior - customer perception - good customer loyalty