Marketing Strategies of Dominos in India

STUDY OF MARKETING STRATEGIES OF DOMINOS IN INDIA

SUBMITTED BY B.COM(HONS.) ENROLLMENT NOUnder guidance of: Faculty Guide Asst. Professor (DISSERTATION REPORT IN PARTIAL FULFILMENT OF THE AWARD OF FULL TIME B.COM (HONS.) (2014-17)

UTTAR PRADESH LUCKNOW

AMITY UNIVERSITY, LUCKNOW CONFIDENTIALITY AGREEMENT

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This AGREEMENT is between the office of the register Amity university lucknow and a student presently studying at the , Lucknow Campus The student named above desires to undertake Dissertation / training program as student in the institute / Department / Center , Amity University as a part of his studies. The competent authority of the institute where the student is presently studying has officially recommended the student, confirming his antecedents, track record and good moral character.

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As University intern, I agree that: 1. I will use confidential information only as needed by me to perform my legitimate duties as intern. This means, among other things that. A. I will not seek confidential information for which I have no legitimate need to know, B. I will not any way divulge share, copy, release sell loan revise, alter or destroy any confidential information except as properly authorized within the scope of my internship: C. I will not misuse confidential information or carelessly care for confidential information; and D. I will strive to protect the privacy of all confidential information that I come into contact with. 2. I will safeguard and will not disclose my access code or any other authorization I have that allows me to access confidential information. I accept responsibility for all activities undertaken using my access code and other authorization. 3. I will report to my Head / supervisor activities by any individual or entity that I suspect may compromise the confidently of confidential. Reports made in good faith about suspect activities will be held in confidence to the extent permitted by law, including the identity of the individual reporting the activities; 2

4. I will be responsible for my misuse or wrongful disclosure of confidential information and for my failure to safeguard my access code or other authorization to access confidential information. I understand that I have no right or ownership interest in any confidential information referred to in this agreement. The University may at any time revoke my access code, other authorization or access or confidential information. At all time during my internship with , I will act in the best interests of PMC. I have read and understand the above definition of “ confidential information “ I agree that I will not at any time, both during and after my enrollment in University Internship, communicate or disclose confidential information to any person corporation or entity. It is understood that any breach of confidentiality will result in immediate termination of the internship and that a report of the breach will be made by the concerned Head of Institution. HAVE READ THE ABOVE CONFIDENTIALITY AGREEMENT AND AGREE TO ITS TERMS.

AGREED

/11/2014

Signature of Authorized signatory of the institution (Institution deputing the students)

Synopsis for Term paper A project report on marketing strategies used by domino’s in India .Different methods used by the company to boost their sales and to beat their competitors.

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ACKNOWLEDGEMENT

I would like to express my special thanks of feeling to my guide Dr. Swati Singh ma’am who gave me the golden chance to try and do this glorious project on the marketing that additionally helped me in doing lot of analysis and that I came to understand concerning such a lot of new things I m extremely glad to them. Secondly I would also like to thank my parents and friends who helped me to prepare the project in this limited time frame.

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STUDENT CERTIFICATE

Certified that the report is prepared based on the summer internship project undertaken by me in STUDY OF MARKETING STRATEGIES OF DOMINO’S IN INDIA

under the guidance of Professor DR.

in partial

fulfillment of the requirement for award of degree of Bachelor of Commerce B.Com(H) from , Uttar Pradesh. DATE:

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FACULTY CERTIFICATE

Forwarded here with a term paper report on STUDY OF MARKETING STRATEGIES OF DOMINO’S IN INDIA submitted by ROHIT GUPTA Enrollment no. A7004614054 student of B.COM (HONS) 1stsemester (2014-2017)

This project work is partial fulfillment of the requirement for the degree of Bachelor of Commerce fro

DECLARATION

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“STUDY OF MARKETING STRATEGIES OF DOMINOS IN INDIA”

I understand what plagiarism is and am aware of the University’s policy in this regard

I declare that a) The work submitted by me in partial fulfilment of the requirement for the award of degree Bachelor of Commerce (Honors) assessment in this report is my own; it has not previously been presented for another assessment. b) I declare that this report is my original work. Wherever work from other source has been appropriately acknowledged and referenced in accordance with the requirements of NTCC Regulations and Guidelines. c)

I have not used work previously produced by another student or any other person to submit it as my own.

d) I have not permitted, and will not permit, anybody to copy my work with the purpose of passing it off as his or her own work. e) The work conforms to the guidelines for layout, content and style as set out in the Regulations and Guidelines.

TABLE OF CONTENT

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Chapter Number

Topic

CHAPTER 1

INTRODUCTION

CHAPTER 2

REVIEW OF LITERATURE

CHAPTER 3

COMPANY’S PROFILE

CHAPTER 4

RESEARCH OBJECTIVES AND METHODOLOGY

CHAPTER 5

Page Number

10-11

12-21

22-23

24-25

CONCLUSION 26-27

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CHAPTER 1

INTRODUCTION

INTRODUCTION

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Domino's Pizza, Inc. is an universal pizza conveyance enterprise headquartered in Ann Arbor, Michigan, United States. Established in 1960, Domino's Pizza is the secondbiggest pizza chain in the United States. In 1960, Tom Monaghan and his sibling, James, obtained Dominick's, a little pizza store in Ypsilanti, Michigan. The arrangement was secured by a $75 up front installment and the siblings obtained $500 to pay for the store. After eight months, James exchanged his a large portion of the business to Tom for an utilized Volkswagen Beetle. As sole holder of the organization, Tom Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza establishment store opened in Ypsilanti. Tom Monaghan unique objective was to open three pizza conveyance stores. That is the reason there are three dabs on Domino's logo. Domino's Pizza kept on growwing and in 1978 opened its 200th store. Tom Monaghan dispatched Domino's Pizza Malaysia in September 1997. Franchising in Malaysia is still in the early stages while quick sustenances command the franchising part with an expected yearly deals surpassing Rm1.3 billion. With the individuals' becoming ravenousness for fast food, the business viewpoint is great. The fast development of the fast-food industry brings both profits and dangers to our general public. Regularly, fast food restaurant is putting forth broiled chickens, burgers, sandwiches or pizzas. Further all the more, there are just a couple of pizza chains in Malaysia like Domino's Pizza, Pizza Hut and Shakey's Pizza. Today, Domino's Pizza is having more than 8,500 stores at all far and wide and making a benefit of Usd35 billion for every year. Domino's Pizza is the perceived world pioneer in pizza conveyance working a system of organization possessed and establishment claimed stores in the United States and worldwide markets. Domino's Pizza's vision shows an organization of outstanding individuals determined to be the best pizza conveyance organization on the planet.

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CHAPTER 2

REVIEW OF LITERATURE

VISION 11

"Outstanding people determined to a the most effective dish conveyance organization within the world!" \ Domino's is devoted to transfer fun, satisfaction and luxury to the lives of our consumers by transference delectable pizzas to their doorsill in half-hour or less, and its endeavors ar gone for satisfying this dedication towards its in depth and forever developing shopper base. Today, Domino's possesses sixty fifth piece of the pie within the home conveyance portion.

CHANGES FOR INDIAN MARKET

Domino’s have frequently targeted around customer driven ranges, as an example, item development, taste, valuing and shopper administration. Few things advancements, as an example, Double Cheese Crunch dish, shish kebab Pizzas, Cheese Burst dish, Domino's Calzone, Chicken Wings among others, and most as lately food, have run down well with the purchasers. because the result, we've got possessed the capability to urge brisk item acknowledgement from them and frequently that's the primary and most essential extension that a distant sustenance category must cross. Then again, offers like, dish Mania at Rs 35/ for each dish and Fun Meal for four has helped USA drive esteem formoney suggestion allowing access to the complete. Domino’s have understood that esteem for money is associate surprisingly overriding demand for Indian purchasers, significantly within the affiliation of the sustenance administrations market. At that time our half-hour or free administration insurance provides a separated edge to our complete among the Indian purchasers. .

STANDING IN INDIA

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Domino’s dish incorporates a widespread presence through a network of 274 stores, unfold across fifty five cities in twenty states. Further, our thirty minutes or free promise helps USA reinforce our position inside the delivery market. It’s no surprise then, we tend to ar the leaders within the union dish home delivery phase, with a market share of sixty fifth, in line with the Food Franchising Report 2009. Now, we tend to get to extend our penetration through new store openings in existing cities wherever we tend to operate stores. The Technopak Report 2009 estimates that solely two of the monthly expenditure on food bought from outside or ordered-in by households in Asian country is spent on pizzas and pastas on a monthly basis. we tend to see that as a chance to capitalise on low penetration

PEST ANALYSIS

POLITICAL FACTORS

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Administrative casing work working in legal framework which may influence the business in distinctive ways.

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Relatively few political elements in Delhi influencing Domino's Pizza as is it has the best pizza conveyance framework in the nation.

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Elements, for example, laws on business vocation, contamination and tariff apply on the association which it needs to withstand.

ECONOMIC FACTORS

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Expanding for every capita salary is a decent sign as the buying force increments .

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Climb in nourishment expansion rate is straightforwardly identified with the ascent in cost.

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With a change in socio-temperate status of Indian populace (extending white collar class ) there lies an immense capability of the undiscovered sections.

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SOCIAL FACTORS 

Domino's Pizza is a multinational organization and has started from America so the association is overpowered by western society.

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There are social types of society which comprise of Upper class, white collar class, center privileged, lower class and lower class

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Each nation has social standards, qualities, convictions and religion which can influence the association.

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In India, Domino's has been connected with the NGO's dedicated to the reason for under favored children's. Domino's behaviors Store Educational Tour (SET) for the underprivileged youngsters time-to-time.

TECHNOLOGIAL FACTORS 

With the new age innovation preparing and creation is more less expensive and simpler, henceforth, effective

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Because of new innovation there are better approaches for showcasing like web; telemarketing and the association can promote their items with significantly all the more speedier pace

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Machine based client information that is MIS (overseeing data framework) helps in gathering client information, every day transactions, future determining and choice making

TARGETING IN INDIA

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Substantial corporate business locales, route stations, silver screen lobbies and college yards for quicker development.

It had effectively settled an outlet at Infosys and other corporate office in Bangalore and at three film corridors – P V R in Delhi, R E X in Bangalore and New Empire in Kolkata. Domino's likewise arranged its outlets into Super stores, Express stores, Malls , food courts and Regular stores. Super stores were those, which produced high movement and subsequently had a larger number of counters than the standard outlets (the outlet in Churchgate, Mumbai). Express stores were those where individuals were required to stroll in and request instead of request home conveyance (college yards, work places or silver screen lobbies

They executed immaculately through the utilization of standard store formats, preparing projects, operational assessments, and a concentrate on our excellent individual.

PROMOTION STRATEGIES

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7P’S OF MARKETING OF DOMINO’S IN INDIA

PRODUCT

Domino's give pizza in diverse sizes and hulls offering a wide mixed bags of fixings Garlic Breads, Pasta, Chiicken Wings, Caalzone, Deeserts Low Priced pizza called Pizza Mania Offers "Kheema Do Pyzza Pizza", presented remembering the clients who like an Indian touch to their pizzas

PRICING

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As compared to its competitors, Domino’s pricing is affordable It offers pizzas ranging and starting from Rs 35 – Rs 400. Coupons and discount

PLACE AND DISTRIBUTION

It has around 300 outlets in 65 urban communities, in 22 states in India. The locales have been picked keeping in view that all the stores are done and finished with focus area on retail and has great stopping openness. Furthermore the catchment region is of a pointed out least size and inside a given drive time to the site.

The sort of dispersion channel utilized by Domino's Pizza is the immediate channel which is fruitful when there is an amazingly vast market that is topographically scattered and when there are an extensive number of purchasers, however a little sum acquired by each Clients can consume at the outlet or can have home conveyance by requesting on telephone or can request online

PROMOTION

Normal notices in national and popular papers, magazines, TV ads and social networking sites Utilization of popular stars like Paresh Rawal, Arshad Warsi in promotions Disseminating route to entryway handouts Giving rebate coupons & uncommon client enrollment coupons. Tied-up with Facebook and Twitter to upgrade its system and target gathering of people

PEOPLE 17

A group of in excess of 6,000 enargetic young and committed representatives. Properly prepared for conveying the administration. Identity advancement and prepping sessions. Furnish them with different offices, for example, medicinal help, discussion, voyaging offices, advantages and rewards Colleagues are perceived and remunerated focused around capacity and legitimacy for their commitments

PROCESS

Self administration framework. Hungry hotline office Remember the wellbeing and cleanliness "30 MINUTES OR FREE" benefit duty. Domino's accepts unequivocally in the methodology of 'Think neighborhood and act provincial'.

PHYSICAL EVIDENCE Logo Great framework Utilization of advanced innovation gear Clean and agreeable administration

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DOMION’S SERVICE MARKETING TRIANGLE

DOMINO’S BETTER THAN PIZZA HUT REVIEWS BY EDITOR

DOMINOS Several editors admitted they were skeptical concerning Domino's from the beginning, however were pleasantly stunned with the standard of its crust.

"I was very affected with Domino's," wrote one editor. "The crust had the right quantity of chew and that i thought the cheese was extremely addicting, if not alittle greasy."

"I'd provide Dominos dough a small edge," mused another. "It encompasses a higher texture, it's fluffier."

PIZZA HUT 19

One editor same she might tell dish Hut's crust was created with frozen dough as a result of it had been "bizarrely uniform and simply not savory." Adding insult to injury, "I found the pasta sauce to be pretty alarming."

Another editor gave dish Hut points for its chese to piizza magnitude, although she notice that the slice "looks reasonably gray and tight."

Perhaps the foremost damnatory assessment of dish Hut came from Associate in Nursing editor World Health Organization erstwhile delineated herself as a "Pizza Hut lady for all times." She suggested dish Hut to "lay off of the seasoning" as a result of it had been "way too much!"

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CHAPTER 3 COMPANY’S PROFILE

DOMINO’S IN INDIA

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Domino's was amalgamated in Republic of India|national capital} on March sixteenth 1995 as a in camera in hand business underneath the name Dominos India personal Ltd. Domino's pizza pie Asian country has stayed focused on conveyance extraordinary tasting Pizzas and sides, current quality, outstanding shopper administration and price for money offerings. Dominos pizza pie Asian country encompasses a system of around three hundred retailers, in sixty five urban communities, in twenty two states and union regions (as on thirty first Gregorian calendar month 2010) As indicated by the Asian country Retail Report 2009, it's the largest pizza pie chain in Asian country and also the fastest developing transnational nutriment chain It has developed into a national system of stores, with a gaggle of in way over half-dozen,000 people.

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CHAPTER 4 RESEARCH OBJECTIVE AND METHODOLOGY

Research system fundamentally includes two strategy;

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1. Primary information 2. Secondary information In PRIMARY DATA collection personally observed surveys have been utilized as a part of this exploration in light of the fact that the analyst can accumulate data within a short space of time and it generally shobby and less time consuming to conduct essential information polls were arbitararily passed haphazardly picked customers who took as much time as required to agree

Optional data for the most part includes the utilization of the data gathered from articles books journals newspapers and business interior record secondary information is utilized generally for writing review there are an excess of solid source that can provide for old and late information or data that is be useful to lead the exploration Auxiliary sources were initially investigated to get experiences into writing On fulfillment with clinics. The following stage included social event data Specially from real and potential clients of doctors facilities. This was fulfilled in two steps 1. This included exploratory top to bottom exploration . got information from different web indexes like google and bing. The information gathered are from diverse connections accessible on the Google look 2. The exploration comprises of distinctive survey readied as per gathered information

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CHAPTER 5 CONCLUSION

CONCLUSION 25

Domino’s is thought for his or her best services. we will summarize the entire that staff behavior is that the major issue, that influences the customer perception most concerning the pizza pie retailers whereas they're followed by surroundings, parking zone, internal, and exteernal and other factors. Domino’s promise to delivery pizzas has unbroken them up to the mark and at a similar time unbroken a decent client loyalty.

Domino's may be a powerful world whole. Significant, current investments in advertising end in broad shopper awareness Domino’s square measure the No.1 pizza pie delivery company Largest share of pizza market delivery channel They have an oversized and growing international presence. They operate a profitable, added provide chain system. Ensures quality and consistency

BIBLIOGRAPHY

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WEBLIOGRAPHY 1. http://www.drypen.in/branding/dominos-marketing-strategies-says-affordability-is-thekey-to-survival-in-india-market.html 2. http://www.scribd.com/doc/25371457/Pizza-Hut-and-Dominos-marketing-strategy

3. http://www.authorstream.com/Presentation/umaraniya_07-1391881-marketingstrategy-of-domino-39-pizza/

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