A PRESENTATION ON DOMINO’S PIZZA

ABOUT DOMINO'S Type: Public company (NYSE) Industry: Restaurants Area served: Worldwide Founders: Ypsilani, Michigan United state (June 10, 1960) Headquarter: Ann arbor, Michigan, United states Key people: Tom Monaghan, Founder, J.Patrick Doyle, CEO

Cont… Products : Pizza, Breadsticks, Pasta, Chicken wings, Desserts. Revenue: $265 Million USD (2013) Employees:145000 2nd largest Pizza chain in US. Domino’s outlet in India opened in 1996 9000 corporate and franchised stores across 60 nations and 602 stores in INDIA.

" Exceptional people on a mission to be the best pizza delivery company in the world "

MISSION Khushiyon ki home delivery

DOMINO’S BELIEVES STRONGLY IN THE STRATEGY “Think global and act local” innovating with delicious new products providing value for money and affordable products to our consumers

COMPETITORS

ORDERING WAYS Telephone Order online Mobile & Tablet App

7P’S OF DOMINO’S

Beverages (tie-up with Coca Cola) PRODUCTS Pizzas Pastas Breadsticks Cheese Dips Beverages (tie-up with Coca Cola) Chocó Lava Cake Chicken Wings

MARKETING MIX

PRICE Affordability is Domino’s pizza number 1 price strategy. This is the main strategy, but it also will offer deals and promotions. For example in the website of the company, if you order a second pizza, it will come on the 50 %. Also the delivery will be free. On this way Domino’s pizza will create more desirable pizza. To low the price below its competitors also could be used coupons.

PROMOTION

PLACE The Pizza Domino’s units will locate its stores in a nice place that is easy to see and all the time many people are passing around. Must be good located for deliveries, because they top priority for the business. The areas where the units will be located should be busy with a lot of traffic. Domino’s pizza also will have special design facilities for seat and wait on their orders.

PHYSICAL EVIDENCE Logo Simple Parking space Good Infrastructure Use of Modern Technology Equipments. Clean and Friendly Services.

PROCESS Self service system. Hungry Hotline Facility. Domino's believes strongly in the strategy of 'Think Local and Act Regional'. Domino's constantly strives to develop products that suit the tastes of its customers. Domino's Pizza India also boasts about its`` commitment to serve its customers on time by implementing the "30 MINUTES OR FREE" service commitment.

PEOPLE Appropriately trained for delivering the service. Personality development and grooming sessions. Recruiting young, enthusiastic and dedicated employees. Providing 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

INTERACTIVE MARKETING INTERNAL MARKETING Young and enthusiastic team. Domino's vision.  Bonus scheme incorporating profit.  What's up Dominos session   EXTERNAL MARKETING   Home delivery specialist.   Dominos bring out the 'WOW' effect. Domino's serve its customers on time. Every order is hand-made. INTERACTIVE MARKETING E home delivery. Domino's heat wave. Delivers more than just hot pizzas Dominos promises their customers safe and friendly services free of cost.

SWOT ANALYSIS

ANSOFF MATRIX

The matrix determines the potential strategies available to a business in four areas: -          Market penetration – existing product into existing market. The manager aimed to increase the market share, with current products; -          Market development – existing product into new markets. Targeting either trough existing marketing and distribution channel or new ones. -          Product development – new products into existing market. Here the major concern is the “time to market”, how much time it is going to take to develop new product and to cover the cost quickly; -          Diversification – new product into new market. This is strategy is with higher risk of all strategies. Domino’s strategy is MARKET PENETRATION offering existing product into existing market. Domino’s pizza aimed to increase the market share. It will offer quality fresh products on a acceptable prices and will attract many customers, because of that.

MICHAEL PORTERS-THREE BASIC GENERIC STRATEGIES THE DIFFERENTIATION STRATEGY: seeks to highlight itself from the competitors, but offering best quality of the products or service Domino’s distinguish itself by offering always fresh and hot pizza, delivered in time. THE COST LEADERSHIP STRATEGY: It requires cost minimization, but in a ways that company will still achieve reasonable profit. This also creates an entry barrier for new market entrants. Domino’s pizza aimed to put a 50 % discount in its website, when there is order for the second pizza. Also the delivery will be free. THE FOCUS STRATEGY : concentrate on a specific regional market, groups of buyers or product line. The company have either cost leadership focus or to differentiate its product in the focus market.

PORTER’S 5 FORCES BARGAINING POWER OF CUSTOMERS Switching costs are low. The products that they need are high volume and not differentiated. Lot of substitutes. THREAT OF NEW ENTERANTS The saturation in the industry is huge. Speedy and reliable channels are essential among all firms. Cost disadvantages are significant. COMPETITIVE RIVALRY WITHIN AN INDUSTRY High rivalry among firms. Huge number of companies offering the same product. THREAT Of SUBSITUTE PRODUCT To many substitute exist in the industry. The threat of substitutes is very high. BARGAINING POWER OF SUPPLIERS Switching costs are nearly zero. Thus finding a second options is easy. Customers bargaining power is likely to be low PORTER’S 5 FORCES

MARKETING STRATEGIES Domino’s pizza offers quality product that comes hot on time. The pizza is fresh, with no frozen ingredients.  Domino has its own specially design boxes to keep the pizza hot for a longer time. The customers will get the pizza in  30-35 min, from the moment they place the order. Pizza system will be designed in the fastest way to go from the restaurant to the the driver. If the order is online, the pizza tracker can be used. It shows what’s is the current location of the pizza. It traced its way from the restaurant to your home.

STRATEGIC ANALYSIS (STP) SEGMENTATION TARGETING POSITIONING

SEGMENTATION Geographic Region – dominos outlets in different countries is a way of segmenting their market According to region and finding out potential markets. City – they also segment the cities as class i, class ii, metros, small towns. Demographic Age – under 13years, 13 to 21 years21 to 35 years, 35 to 50 years, 50+ years. family income – lower middle class, middle class, upper middle class, high class

TARGETING Dominos pizza shave target the families who like to go out for dinner once in a week. They also target teenagers of school. Spending habits of college freshmen also indicates a high percentage of money being spent on non-essential items. Pizza Hut has made delivery services for those customers who like to have pizzas in their home with their families or friends.

“Yeh Hai Rishton Ka Time”. ‘Khushiyon ki Home Delivery’ POSITIONING India’s Pizza Delivery expert and market leader in the organized pizza home delivery segment announced the launch of their new brand positioning campaign “Yeh Hai Rishton Ka Time”. After spending four years with the emotional proposition of Happiness Home ‘Khushiyon ki Home Delivery’ Domino’s Pizza endeavours to deepen the engagement with consumers, through its new brand positioning that focuses on relationships and bonding.

PRODUCT MIX Product Width Product line length Veg Food Veg pizza 1 Margarita Cheese tomato Veg pizza 1 >double cheese margherita >fresh veggie >country special >farm house Veg pizza 2 >peppy paneer >mexican green wave >deluxe veggie >gourmet Feast Pizza >Veg Extravaganza Non Veg Food Simply non veg Cheese and barbeque chicken Non Veg 1 Barbeque chicken Spicy chicken Non veg 2 Chicken mexicana Keema do pyaaza Chicken golden delight Feast Pizza Meatzaa Non veg extravaganza Cheese and pepperoni Side order Pasta Garlic bread Choco lava cake Cheese dip Chicken wings Chicken kickers Beverages Coke Fanta Pepsi Product line length

CONCLUSION Since Domino’s conception in 1960, they have proved to be a successful company. The decline in the economy posed a threat for them along with people becoming more health conscious, forcing Domino’s to lean towards healthier options. But Domino’s has shown they are remaining competitive by expanding internationally. Their international sales have been a large asset to their profitability. Like any business, they have challenges of becoming internationalized in ways such as different preferences and menu items. With Domino’s working hard to expand more into India and other countries, it is becoming much harder for other companies to follow in their footsteps. Domino’s is trying to stay in front of their competitors, Pizza Hut, McDonalds & Papa John’s. Domino’s continues to look promising in the future with the pizza industry becoming more popular. And with the strong brand image that Domino’s has built over the years, the company is pushing to remain strong in the pizza industry.