A MINOR PROJECT REPORT ON Customer Satisfaction towards Domino’s Pizza
A Minor Project Report Submitted in Partial Fulfillment of the Requirement for the Award of Degree of BBA (GENERAL) (2016- 2019)
Submitted By Jyoti Sharma
Guided By Mr. Anudeep Arora
42596701716
Kamal Institute of Higher Education and Advanced Technology K-1 Extension, Mohan garden, New Delhi-110059
Batch (2016-2019)
CERTIFICATE This is to certify that the project entitled, “customer satisfaction towards DOMINO’S PIZZA" submitted by Jyoti Sharma in partial fulfillment of the requirements for the award of degree of “BBA (General)”at the "Kamal Institute Of Higher Education And Advance Technology" is an authentic work carried out by her under my supervision and guidance. To the best of my knowledge, the matter embodied in the project has not been submitted to any other University / Institute for the award of any Degree or Diploma.
Signature Mr. Anudeep Arora
ACKNOWLEDGEMENT I acknowledge with gratitude and appreciation, my indebtedness to my mentor & guider, Mr. ANUDEEP ARORA (for allowing me to work on a very intrinsic topic, ‘Customer Satisfaction Towards Domino’s Pizza’.) I also thank him for the ideas and basic concepts they delivered and shared with me, as he helped me a lot in accomplishing this project of mine. I also put forward my heartiest thanks to Mr. ANUDEEP ARORA for his great support in completion of this Project.
Jyoti Sharma, Bba 3rd Sem , Ipu
Name Of The Student
Signature
DECLARATION I hereby declare that the minor project report, entitled “CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA”
is based on my original study and has not been
submitted earlier for award of any degree or diploma to any institute or university.
Place: New Delhi Date:
candidate’s signature Jyoti Sharma Enroll no. 42596701716
Countersigned
Name: Mr. Anudeep Arora professor
Name: Dr. J.S.Gujral Director
Kamal Institute Of Higher
Kamal Institute Of Higher
Education And Advance
Education And Advance
Technology
Technology
Preface Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer’s expectation. Customer satisfaction is important because it provides marketers and business owners with a metric that they can use to manage and improve their businesses. It’s a leading indicator of consumer repurchase intentions and loyalty Customer satisfaction is the best indicator of how likely a customer will make a purchase in the future. It’s a point of differentiation In a competitive marketplace where businesses compete for customers; customer satisfaction is seen as a key differentiator. Businesses who succeed in these cut-throat environments are the ones that make customer satisfaction a key element of their business strategy. It reduces customer churn An Accenture global customer satisfaction report (2008) found that price is not the main reason for customer churn; it is actually due to the overall poor quality of customer service. Customer satisfaction is the metric you can use to reduce customer churn. By measuring and tracking customer satisfaction you can put new processes in place to increase the overall quality of your customer service. Customer satisfaction plays an important role within your business. Not only is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a key point of differentiation that helps you to attract new customers in competitive business environments.
Jyoti Sharma, BBA 3rd Sem, Ipu
Signature
INDEX CHAPTER - 1: INTRODUCTION……………………………………………………………… 1-21
INDUSTRY PROFILE……………………………………………………………1
COMPANY PROFILE……………………………………………………………..3
HISTORY OF THE COMPANY………………………………………………......5
VISION AND MISSION………………………………………………………….12
ORGANISATIONAL STRUCTURE……………………………………………..12
PLAYERS IN INDUSTRY………………………………………………………..13
SWOT ANALYSIS………………………………………………………………..15
PESTEL MODEL………………………………………………………………….16
PORTERS FIVE FORCES MODEL……………………………………………...18
CHAPTER - 2: RESEARCH METHODOLOGY……………………………………………….23-25 CHAPTER - 3: CONCEPTUAL DISCUSSION………………………………………………….27-38 CHAPTER - 4: DATA ANALYSIS………………………………………………………………..40-48 CHAPTER – 5: FINDINGS AND RECOMMENDATIONS……………………………………50-51
APPENDICES………………………………………………………………………..52-53
BIBLIOGRAPHY……………………………………………………………………54
CHAPTER–1 INTRODUCTION
OVERVIEW OF THE INDUSTRY
The fast food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry – large disposable incomes – the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. An increasing number of international fast food chains rushing to India is because all of them see tremendous potential in for this type of business. The large upwardly mobile population in the urban areas tend to eat out more often or business or for leisure.
The various players operating in India are the well established Indian chains like Nirula’s In addition to these, apparently some of the best known international food chains are looking at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, and Subway, etc. are some of them to name. At present all these players are fighting for a small pie, as fast food is really not a big habit with Indians, but they see a big potential. The players are fighting on products, pricing, positioning and trying to convert their first trials into regular purchase by providing delightful service quality. The focus is on product quality and standardization on taste. Consistency is the key, as its standardization in fast food as the consumer is short on time and wants to satisfy his taste buds with a consistent taste experience. Beyond this each player has its own strategy to expand consumer base. - Some feel that pricing is not the deciding factor since fast food is not price sensitive market because it is not a single diet of Indians. - Some others are competing on positioning which is surprisingly varied, giving the small size of the market.
- For most, targeting children seems the right strategy. - Advertising is popular. However, with competition hooting up most chains are increasing reach as well as working on establishing a national presence.
Trends in the fast food industry The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate of 6-8 percent, during the Tenth Five year plan period. Value addition of food is expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. While US brands such as McDonald’s, Pizza hut and Kentucky Fried Chicken have become household names, more are on their way.
The Market Scenario India among top 10 markets for weekly fast food consumption, an online survey has found. Most of the countries are from the Asia-pacific region, with the US being the exemption. According to an A C Neilson study of 28 markets across the US, Europe and the Asia-Pacific, carried out through the internet in interviews with more than 14000 consumers, Asians are the world’s greatest fast food fans.
INTRODUCTION OF THE COMPANY
The
domino’s brand was founded in the United States of America in 1960
by
Thomas Monaghan. Since then, that business has grown into a global
network
of over 8,500 pizza stores in more than 60 countries, involving over
2,000
franchises. Over its 49-year history, domino’s has developed a simple
business model focused on delivering quality pizzas in a timely manner. Domino’s pizza, inc., completed its initial public offering in 2004 and is listed on the New York stock exchange. Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee for India and Nepal, of domino's pizza international inc., of U.S.A. Moreover, the company holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union territories (as on 31st august 2009). According to the India retail report 2009, dominos are the largest pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores. 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. Domino's pizza constantly strives to develop products that suit the tastes of its consumers and hence delighting them. Domino's believes strongly in the strategy of 'think global and act local’. Thus, time and again domino's pizza has been innovating with delicious new products such as crusts, toppings and flavors suitable to the taste buds of Indian consumers. Further, providing value for money at affordable products to the consumers has been dominos motto. Initiatives such as fun meal and pizza mania have been extremely popular with consumers.
Since 2008 to include Oven Baked Sandwiches and BreadBowl Pasta, and recently debuted its ’Inspired New Pizza’- a permanent change to its core hand-tossed product, reinvented from the crust up with new sauce, cheese and garlic seasoned crust.
KEY INFORMATION
Type - Public (NYSE: DPZ) Founded - Ypsilanti, Michigan, U.S. (1960)
Headquarters - Ann Arbor, Michigan, U.S.
Founder - Tom Monaghan
Chairman & CEO - David Brandon.
Industry - Restaurants
Products Pizza - · sandwiches ·pasta · chicken wings ·desserts
Employees - 145,000
Website- www.dominos.com
HISTORY
Like most corporate success stories, Domino's started out small - with just one store in 1960. Now, Domino's Pizza is celebrating over forty years of delivering food, fun and innovation. Domino's Pizza Timeline 1960 Tom Monaghan and his brother James purchase "DomiNick's," a pizza store in Ypsilanti, Michigan. Monaghan borrowed $500 to buy the store. 1961 James trades his half of the business to Tom for a Volkswagen Beetle. 1965 Tom Monaghan is sole owner of company, and renames the business "Domino's Pizza, Inc." 1967 The first Domino's Pizza franchise store opens in Ypsilanti, Michigan. 1968 Company headquarters and commissary are destroyed by fire. First Domino's store outside of Michigan opens in Burlington, Vermont. 1975 Amstar Corp., maker of Domino® Sugar, institutes a trademark infringement lawsuit against Domino's Pizza. In 1980, Federal court rules Domino's Pizza did not infringe on the Domino® Sugar trademark.
1983 Domino's first international store opens in Winnipeg, Canada. The 1000th Domino's store opens. The first Domino's store opens on the Australian continent, in Queensland, Australia. 1990 Domino's Pizza signs its 1,000th franchise. 1992 Domino's rolls out Breadsticks, the company's first national non-pizza menu item. 1993 Crunchy Thin Crust pizza is rolled out nationwide. The company discontinues the 30-minute guarantee and re-emphasizes the Total Satisfaction Guarantee. 1994 Buffalo Wings are rolled out in all U.S. stores. 1995 Domino's Pizza International division opens its 1,000th store. First store opens on African continent, in Cairo, Egypt. 1996 Domino's launches its web site on the Internet (www.dominos.com). The company reaches record sales of $2.8 billion system-wide. 1997 Domino's Pizza opens its 1,500th store outside the United States, opening seven stores in 1 day on 5 continents consecutively. Domino's Pizza launches a campaign to update the company logo and store interior with brighter colors and a newer look.
1998 Domino's Pizza founder, Tom Monaghan, announces retirement and sells the Company to Bain Capital, Inc. Domino's launches another industry innovation, Domino's HeatWave®, a hot bag using patented technology that keeps pizza oven-hot to the customer's door.
1999 Dave Brandon is named Chairman and Chief Executive Officer of Domino's Pizza. Domino's Pizza announces record results for 1999. Worldwide sales exceed $3.36 billion. Revenues increased 4.4% over 1998. 2000 Domino's Pizza International opens its 2,000th store outside the United States. Domino's Pizza celebrates 40 years of delivering pizza and innovation to homes around the world. 2001 Domino's 7,000th store opens in Brooklyn, New York. Domino's launches long-term national partnership with the Make-A-Wish Foundation®. 2002 In February 2002, Domino's Pizza acquired 82 franchised stores in the Phoenix, Ariz., market, making it the largest store acquisition in the company's history. In August 2002, Domino's kicked delivery up a notch with the introduction of Domino's Pizza Buffalo Chicken Kickers and marked the creation of a whole new surprising category - premium chicken delivered right to the door! 2003 Domino's announces an exciting multi-year partnership by becoming the "Official Pizza of NASCAR." Domino's is named Chain of the Year by Pizza Today magazine, a leading pizza trade publication. Domino's combines two culinary classics - pizza and Philadelphia Cheese Steak - to create the all-new Domino's Philly Cheese Steak Pizza. 2004
Domino's launches Domino's Cheesy Dots, delicious round balls of dough covered in a blend of zesty melted cheeses. Domino's becomes an associate sponsor for the Drive for Diversity program, a minority driver development program designed to provide a steady pipeline of well trained and supported minority drivers for the NASCAR circuit.Domino's Pizza, Inc., the recognized world leader in pizza delivery, begins trading common stock on the New York Stock Exchange (NYSE) in July 2004, under the new ticker symbol "DPZ." Domino's announces a three-year partnership with St. Jude Children's Research Hospital. St. Jude was selected as Domino's "charity of choice" by franchisees and team members. >>>> 2005 The Domino's Pizza celebrates the completion of the three-year renovation of its World Resource Center in Ann Arbor, Mich. The renovation marks the first major improvement to the company's world headquarters since Domino's founder Tom Monaghan opened the sprawling Domino's Farms. Domino's Pizza Australia opens its 400th store in Aspley, Brisbane. Domino's Pizza United Kingdom celebrates the opening of its 400th store in Wadsley Bridge, Sheffield. Domino's raises $1.2 million for St. Jude Children's Research Hospital during its second annual "Thanks and Giving" campaign. Domino's Pizza efforts worldwide raise $220,000 to support southeast Asia tsunami relief efforts.Domino's Pizza launches its American Classic Cheeseburger Pizza in conjunction with its appearance as a featured task on the NBC hit reality show, "The Apprentice." 2006 Domino's celebrates the opening of its 8,000th store with simultaneous celebrations of the opening of its 5,000th U.S. store in Huntley, Ill., and its 3,000th international store in Panama City, Panama. Domino's extends its status as the "Official Pizza of NASCAR" and the official pizza of Michigan International Speedway. Domino's raises $1.34 million for St. Jude Children's Research Hospital during its third annual "Thanks and giving" campaign. Domino's Pizza introduces Brownie Squares - warm, delicious, bite-sized brownies delivered with a fudge dipping sauce. 2007
Domino's introduces OREO® Dessert Pizza-a thin dessert-style crust that's layered with vanilla sauce and covered with OREO® cookie crumbles and then topped with sweet icing. Domino's introduces its Veterans and Delivering the Dream franchising programs. Domino's rolls out online and mobile ordering. Domino's is ranked in the Top 10 for the ninth time in Entrepreneur magazine's annual listing of great franchise opportunities. Domino's launches its "You Got 30 Minutes" campaign with new advertising agency, Crispin Porter + Bogusky.
2008 Dominos'slaunches another food delivery industry first: Pizza Tracker. This revolutionary technology allows Domino's Pizza customer to follow the progress of their order online from the time they click the "Place Order" button or hang up the telephone until the Domino's delivery expert is knocking on their door. In an historic expansion of its menu, Domino's claims the title as the firstmajor quick-service restaurant chain in the U.S. to deliver hot, oven-baked sandwiches. Our new Oven Baked Sandwiches come in four delicious varieties on artisan Italian bread and baked to a golden brown:Philly Cheese Steak, Chicken Bacon Ranch, Chicken Parm and Italian. 2009 Continuing its aggressive menu expansion, Domino's introduces a new line of pastas that include a handmade, oven-baked bowl. BreadBowl Pasta flavors include Three Cheese mac-N-Cheese, Italian Sausage Marinara, Chicken Alfredo, Chicken Carbonara and Pasta Primavera. Number one ranking in the American Customer Satisfaction Index Domino's introduces new chocolate Lava crunch Cakes,oven-baked choclate cakes, crunchy on the outside,witha warm flowing choclate fudge inside . Domino's adds four bold new varieties to its oven baked sandwiches line italian Sausage and peppers, Buffalo Chicken with Blue Chesse Sweet and Spicy Chicken Habanero and Mediterranean Veggie. In late December,Domino's announces its inspired new pizza Reinvented from the crust up,the new hand-tossed piizza features new sauce ,cheese and garlic-seasoned crust .The reformulation was one of the biggest moves in the company's 50-year history, and was inspired by its toughest consumer criticts. Dominos transparent approach to talking about this bold change garnered much attention from the media and public in genral ,with the press highlighting the company's open and honest treatment in it's advertising.
2010 After years of languishing near the bottom of consumer taste perception studies,Domino's proudly boasts its research-backed wins over Papa john,s and pizza Hut in a national taste test of hand-tossed pepperoni pizza,sausage pizza and extra-cheese pizza chairman and CEO David A.Brandon steps down as CEO effective March 7 and the Board of Director's Sucessor . elect j.Patrick Doyle as Brandon's sucessor . Brandon will be retained by the Compan as a Special adivisor for the remainder of 2010 and continue as a non-executive Chairman of the Board Concurrently, the University of Michigan announces Brandon will serve as its next Director of intercollegiate Athletics. Dominos opened its 9,00th store on March 11.
Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheesesticks, and a variety of dessert items. In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza store in Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the brothers borrowed $500 to pay for the store. Eight months later, James traded his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company, Tom Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino's experienced rapid growth. By 1978, the franchise opened its 200th store.
Domino’s Pizza India Limited Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master Franchisee Rights for Domino’s Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has been listed on the Indian bourses recently. Prior to Sep 24, 2009, the company was known as Domino’s Pizza India Limited and underwent a name change, rest of the terms remaining the same. The promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and Jubilant Enpro Private Ltd. Domino’s Pizza opened its first store
in India in January 1996, at New Delhi. Today Domino’s Pizza India has grown into a countrywide network of more than 364 stores (as on 31 st December, 2010) with a team of over 9,000 people. According to the India Retail Report 2009, we were the largest Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores. Over the period since 1996, Domino’s Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our stores around the country.
Domino’s vision is focused on “Exceptional people on a mission to be the best pizza delivery company in the world!" We are committed to bringing fun, happiness and convenience to lives of our consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at fulfilling this commitment towards a large and ever-growing customer base. Domino’s constantly strives to develop products that suit the tastes of our consumers and hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act local’. Thus, time and again we have been innovating with delicious new products such as crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further providing value for money and affordable products to our consumers has been an important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.
Our Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is the emotional benefit we offer to our consumers. All our efforts, whether it is a new innovative and delicious product, offering consumers value for money deals, great service, country wide presence or delivery in 30 minutes or free are all oriented towards delivering happiness to the homes of our consumers
VISION AND MISSION Vision:
“Exceptional people on a mission to be the best pizza delivery company in the world”
Mission
“Domino’s Pizza is the Pizza specialist who consistently delights the customer with great taste and choices in pizza with friendly, courteous team members providing prompt, safe delivery service”
ORGANIZATIONAL STRUCTURE People related to Domino's Pizza Inc.:
•
Andrew B. Balson – Director
•
David A. Brandon – Chairman
•
Diana F. Cantor – Director
•
J. Patrick Doyle - President & CEO
•
James A. Goldman – Director
•
Vernon O. Hamilton – Director
•
Thomas S. Monaghan – Founder
•
Mark E. Nunnelly – Director
•
Gregory A. Trojan – Director
Domino's Pizza Inc. past relationships:
Daniel R. Foley - Vice President/General Counsel
Dennis F. Hightower – Director
Robert M. Rosenberg – Director
COMPETITORS
Major players in this field: • Pizza hut’s • Papa John's Pizza
• Pizza Hut
Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90 countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets by the end of 2004. Pizza Hut will consolidate its presence in cities where it already exists as an endeavor to create a major share of these
profitable markets first before spreading to other markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would be franchisee owned resulting from the smooth functioning of the existing stores which are all franchisee owned. Hence, the same arrangement will be followed in the future to ensure growth-oriented results.
• Papa John's Pizza
Papa John's Pizza is the world’s largest pizza restaurant chain. The headquarters of the company is located in Addison, Texas, USA. Pizza Hut is a subsidiary of Yum! Brands, Inc. Yum! Brands own approximately 34,000 restaurants, delivery-carryout units, and kiosks in 100 countries. Pizzas in the pizza hut come out in 4 different sizes: personal, small, medium and large. Apart from pizza and garlic cheese bread, the Pizza Hut menu includes a wide variety of side dishes such as bread sticks, cheese sticks, cinnamon sticks, mozzarella sticks, onion rings, chicken wings, boneless wings, chicken munchers, jalapeño peppers, que papas potato bites filled with cheese and jalapeño flavour, a basket of taters or tater tots and fried apple pies.
SWOT ANALYSIS
PEST ANALYSIS
Political Factors: Regulatory frame work operating in judicial system which may affect the business in different ways Not many political factors in Delhi affecting Domino’s Pizza as is it has the best pizza delivery system in the country Factors such as laws on business employment, pollution and taxation apply on the organization which it has to abide Economical Factors
Increasing per capita income is a good sign as the the purchasi.ng power increases.
Rise in food inflation rate is directly related to the rise in price.
With a change in socio-economical status of Indian population (expanding middle-class) there lies a huge potential of the untapped segments.
Social Factors
Domino’s Pizza is a multinational company and has originated from Americ
So the organization is overwhelmed by western culture.
There are social forms of society which consist of Upper class, middle class, middle upper class, lower class and lower class.
Every country has cultural norms, values, beliefs and religion which can affect the organization.
In India, Domino’s has been associated with the NGO’s devoted to the cause of under privileged children’s. Domino’s conducts Store Educational Tour (SET) for the underprivileged children timeto-time.
Technological Factors With the new age technology baking and production is more cheaper and easier, hence, efficient. Due to new technology there are new ways of marketing like internet; telemarketing and the organization can advertise their products with much more faster pace. Computer based customer data that is MIS (managing information system) helps in collecting customer data, daily transactions, future forecasting and decision making.
Porter’s five forces model
Dominos are facing a stiff competition from these providers: • Pizza Hut • Papa John’s Pizza • Smokin Joe’s • Us pizza
Threat of new entrants
With the economic reforms and liberalization, many new entrants also want the revenue of the 200 billion Indian fast food industries. There are many new entrants in the branded pizza industry son of them are • Papa john’s pizza • Us pizza They have captured a lot of customers with their new style and discount offers. Much young crowd flock their restaurants and their taste buds are getting modified. Now the new entrants are also likely to enter the tier ii cities and make their presence. Thus dominos have to rethink their strategies so as to retain their customers. They have to constantly differentiate their services from the newer entrants
Substitutes There are lots of substitutes which are available to choose with respect to the fast food industry some of them are • Any restaurant • Mc Donald’s • Barista • Cafe coffee day • Chinese restaurants (mainland china) Largely it depends upon the customers what they want to have. Generally it is assumed that when people dine outside, they think of having pizza at least 25% of time. Thus if the brand recall of a particular company is good. More people will tend to go there. Higher the quality of food, service, higher will be product recall and sales
Buyer’s bargaining power
Dominos have higher market reach and greater visibility in the market with respect to the pizza industry and hence they command supplies at lower rate. However their counterparts. Competitors cannot command such lower prices. Thus the muscle power of dominos is way beyond the others.
Supplier’s growing bargaining power Supplies till now were not a problem. But with the advent of the rising food costs (raw material inflation). Suppliers are not ready to supply items at the normal rate. Thus supplier’s muscle power grew only doe to inflation. Thus the company either has to increase the menu costs or reduce the operational costs to recover. Failing to do this will make the company into losses or to lose out in the industry.
Trends in the Indian market Marketing to children Fast food outlets in India target children’s as their major customers. They introduce varieties of things that will attract the children’s attention and by targeting children’s they automatically target their parents because children’s are always accompanied by their parents.
Low level customer commitment Because of the large number of food retail outlets and also because of the tendency of customer to switch from one product to other, this industry faces low level customer commitment. Attracting different segments of the market Fast food outlets are introducing varieties of products in order to cater the demands of each and every segment of the market. They are introducing all categories of product so that people of all age, sex. Class, income group etc can come and become a customer of their food line.
The success of fast foods arose from the changes in the economic conditions. 1. Many women or both parents now work. 2. There are increased numbers of single-parent households. 3. Long distances to school and work are common. 4. There’s often not enough time or opportunity to shop carefully for groceries, or to cook and eat with one’s family. Especially on weekdays, fast food outside the home is the only solution.
CHAPTER-2 RESEARCH METHODOLOGY
OBJECTIVES OF THE STUDY
The objectives of the project can be summarized under the following points: To do customer value analysis which includes identifying the major attributes that customer’s value in a fast food chain restaurant, assessing the quality of the different attributes.
To study the FMCG industry. The market position of the main players in the industry. To know awareness of people towards Dominos Pizza. To know the domino’s Pizza working Research Design The controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information is to be collected is known as Research Design or A framework or plan for a study that guides the collection and analysis of the data.
Descriptive Research A research design in which the major emphasis is on determining the frequency with which something occurs. For example, How often users access the Internet in a given month. The focus of descriptive research is to provide an accurate description for something that is occurring.
Primary sources The primary data was collected through questionnaires. They were filled using the scheduled method of data collection by the researcher. Primary data is a data which have been collected originally for the first time. in other words, primary data may be outcome of an original statistical inquiry, measurement of facts or a count that is undertaken for the first time. For instance data of population census is primary. Primary data being fresh from the fields of investigation is very often referred to as raw data. In the collection of primary data, a good deal of time, money and energy are required.
The following are the method of collecting primary data:
Collection directly by personal investigation.
Collection indirectly by oral investigation.
Collection by questionnaires and schedules.
Collection from statistical reports of correspondents and from local sources.
Secondary sources The secondary sources were used only for collecting information regarding the sample, they were however not used for analysis. Secondary data is data that has already been collected and examined earlier by other investigators. Secondary data can either be published or unpublished data. The following are the method of collecting secondary data Publications of the central, state ,or local governments Publications of foreign governments Technical and trade journals Books , magazines and newspapers
SOURCES OF DATA COLLECTION
Primary Sources
Questionnaire
Survey
Secondary Sources
Journals, Articles, etc.
Websites
The data in my project is collected through the following methods.
Through Questionnaire.
Through Various Pizza restaurant websites.
Limitations of the Study Since the road to improvement is never ending, so this study also suffers from certain limitations. Some of them are as follows: Scope of project is limited in the sense that only Dominos has been taken for consumer research. The extent of the survey was New Delhi only. So the suggestions or arguments given in the report may not hold true for other locations in India. Questionnaire method involves some uncertainty of response. Co-operation on the part of informants, in some cases, was difficult to presume. It is possible that the information supplied by the informants may be incorrect.
CHAPTER-3 CONCEPTUAL DISCUSSION
GROWTH OF INDUSTRY
Early years In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza. International expansion On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th international location, opening seven stores in one day across five continents. Sale of company 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 dayto-day operations of the company.A year later, the company named David A. Brandon Chairman and Chief Executive Officer. Current era In 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the opening bell at the New York Stock Exchange and the company began trading common stock on the NYSE under the ticker symbol "DPZ". Industry trade publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003 and did so again in 2010.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 year, 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 2009, Domino's introduced the Pizza Tracker, an online application that allows customers to view the status of their order in a simulated "real time" progress bar. In addition, the first Domino's with a dining room opened in Stephenville, Texas, giving the customers the option to either eat in or take their pizza home. Since 2005, the voice of Domino's Pizza's national phone ordering service 1-800-DOMINOS has been Kevin Railsback. In a 2009 survey of consumer taste preferences among national chains by Brand Keys, Domino's was last — tied with Chuck E. Cheese's. In December that year, Domino's announced plans to entirely reinvent its pizza. It began a self-flogging ad campaign in which consumers were filmed criticizing the pizza's quality and chefs were shown developing the new product.The new pizza was introduced that same month, and the following year, Domino's 50th anniversary, the company acquired J. Patrick Doyle as its new CEO experienced a historic 14.3% quarterly gain. While admitted not to endure, the success was described by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a major fast-food chain.
Products The current Domino's menu features a variety of Italian-American entrees and sides. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles and toppings. Additional entrees include pasta bread bowls and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks and salads, as well as beverages and desserts. From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to other fast food restaurants, to ensure efficiency of delivery.Historically, Domino's menu consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coke as the only soft drink option. The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan pizza. Its introduction followed market research showing that 40% of American pizza customers preferred thick crusts. The new product launch cost approximately $25 million, of which $15 million was spent on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers, as an alternative to Buffalo Wings, in August 2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are packaged in a custom-designed box with two types of sauce to "heat up" and "cool down" the chicken. In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related advertising.Domino's continued its move toward specialty pizzas in 2006, with the introduction of its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to add crispness, and larger slices that could be folded in the style of traditional New York-style pizza. In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches. Early marketing for the sandwiches made varied references to its competition, such as offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of the same name.
The company introduced its American Legends line of specialty pizzas in 2009, featuring 40% more cheese than the company's regular pizzas, along with a greater variety of toppings.That same year, Domino's began selling its BreadBowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside,and Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with warm fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St Helens. In 2010, the company changed its pizza recipe "from the crust up",making significant changes in the dough, sauce and cheese used in their pizzas. Their advertising campaign admitted to earlier problems with the public perception of Domino's product due to issues of taste.
Corporate governance
Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president of Domino's USA. Previous chief executive David Brandon, made athletic director of the University of Michigan in January 2010, remains chairman.Among 11 executive vice presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise Operations and Development; and Kenneth Rollin, General Counsel.Domino's operations are overseen by a board of directors led by Brandon. Other members of the board are Andrew Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton . Charitable activities In 2001, Domino's launched a two-year national partnership with the Make-A-Wish Foundation of America. That same year, the company 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.[6] In 2004, Domino's began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and Giving" campaign since it began in 2004, raising more than $1.3 million in 2006.
Advertising and sponsorship In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the television commercials that they created. The catch phrase associated with the commercials was "Avoid the Noid." Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium pizzas in March 2009. The company had planned the campaign for December 2008 but dropped the idea and never promoted it. The code was never deactivated though and resulted in the free giveaway of the pizzas across the United States after someone discovered the promotion on the website by typing in the word "bailout" as the promotion code and then shared it with others on the Internet. Domino's deactivated the code on the morning of Tuesday, March 31, 2009 and promised to reimburse store owners for the pizzas.
Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year partnership to become the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup Series.
Customer Satisfaction Through 4 P’s Of Marketing Mix Marketing Mix Marketing Mix refers to the ingredients or the tools or the variable which the marketer mixes in order to interact with a particular market. “Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market” - Kotler Marketing mix is a term used to describe the combination o the four inputs which constitute the core of a company’s marketing system: the product; the price structure; the promotional activities, and the distribution system. Marketing mix represents the total marketing programme of a firm. It involves decisions with regard to product, price, place and promotion. Marketing mix is a blending of decisions in the ‘4 Ps’.Four major ingredients of marketing mix are: 1. Product A product is any good or service that consumers want. It is a bundle of utilities or a cluster of tangible and intangible attributes. Product component of the marketing mix involves planning, developing and producing the right type of products and services. It deals with the dimensions of product line, durability and other qualities. The total product should be such that it really satisfies the needs of the target market. In short, product mix requires decisions with regard to
(a) Size and weight of the product (b) Quality of the product (c) Design of the product (d) Volume of output (e) Brand name (f) Packaging (g) Product range (h) Product testing. 2. Price Price is an important factor affecting the success of a firm. Pricing decisions and policies have a direct influence on sales volume and profits of business. Price is, therefore, an important element in the marketing mix. In practice, it is very difficult to fix the right price. Right price can be determined through pricing research and test marketing. A lot of exercise and innovation is req. to determine the price that will enable the firm to sell its products successfully. Demand, cost, competition, govt. regulation, etc. are the vital factors that must be taken into consideration in the determination of the price. Price mix involves decisions regarding base price, discounts, allowances, fright payment, credit, etc. 3. Promotion Promotion component of the marketing mix is concerned with bringing products to the knowledge of customers and persuading them to buy. It is the function of informing and influencing the customer. Promotion mix involves decisions with respect to advertising, personal selling and sales promotion. All these techniques help to promote the sale of products and to fight the competition in the market. No single method of promotion is effective alone and, therefore, a promotional campaign usually involves a combination of two or more promotional methods. Growing competition and widening market have made simultaneous use of more than one promotional method all the more necessary. Combination of two or more methods in a single promotional campaign
requires an effective blending of promotional inputs so as to optimize the expenditure on each. There is no one ideal product, type of customers, the promotion budget, stage of demand, etc. should be taken into consideration. 4. Place (Distribution) This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis. In deciding where and through whom
to sell, management should consider where the customer wants the goods to be available. A manufacturer may distribute his goods through his own outlets or he may employ wholesalers and retailers for this purpose. Irrespective of the channel used management must continuously evaluate channel performance and make changes whenever performance falls short of expected targets. In addition, management must develop a physical distribution system for handling and transporting the products through the selected channels. In the determination of distribution mix or marketing logistics, a firm has to make decision with regard to the mode of transporting of goods to middle-men, use of company vehicles or both. Product Mix (Dominos Product Mix) As explained earlier Product mix deals with the dimensions of product line, quality and design of the product, its packaging, brand name, product range, etc. In this section we will study the product mix of Dominos Product line of Dominos includes the products offered for sale, i.e. the range of food products offered to the customers. The product breadth or number of products offered by Dominos can be classified as: Vegetarian products Non vegetarian products Beverages Deserts Add-ons Vegetarian products include:
Non-Vegetarian products include:
Veg. cheese pizza
Non –veg. chicken pizza
Veg. onion pizza
Beverages Cold coffee Hot serves
Desserts Soft serve cone choco lava cake
Add-ons Ice tea Shakes
All this shows the wide product range of Dominos. Besides that the quality of Dominos according to the survey and general findings, is consistent throughout the life of the product. Nothing but the Best That's how we plan our product range. Food quality is key at Dominos .That's why we take pride in the foods we serve you and your family. We seek out fresh lettuce and tomatoes, quality buns and potatoes, select poultry and fish and wholesome dairy products.Despite extensive and meticulous quality tests at the supplier end, all products are once again carefully scrutinized at the restaurant. Cold Chain The term Cold Chain describes the network for the procurement, warehousing, transportation and retailing of food products under controlled temperatures. McDonald’s restaurants store products to be used on a daily basis, within a temperature range of 18ºC to 4ºC. About 52% of our food products need to be stored under these conditions before they are used.
Trikaya Agriculture - Supplier of Iceberg Lettuce Implementation of advanced agricultural practices has enabled Trikaya to successfully grow specialty crops like iceberg lettuce, special herbs and many oriental vegetables. A specialized nursery with a team of agricultural experts. Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods. A Separate processing lines for chicken and vegetable foods. Dynamix Diary - Supplier of Cheese Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centres equipped with bulk coolers. Easy accessibility has enabled farmers augment their income by finding a new market for surplus milk
Product strategies: In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its products and product mix to the changing needs and targets of the market. This matching of products to the requirements of competition and buyers is known as product strategy. Some of the important product strategies, which firms adopt, are as follows: Limited Line Strategy: This refers to the offering of one product or a small number of products to cater specific market. The main benefit of this strategy is low cost of operations. However, it cannot meet the requirements of different types of customers in different markets. Full Line Strategy: This ids also known as broad line strategy, it implies the offering of a large number of products to meet the requirements of different customers in different markets. Trading up and trading down: These are alternate or opposite strategies for expanding the product mix. Trading up implies addition of some higher priced products to the existing product line of lowered priced products for improving the sales of old products. Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales.
Price Mix Price and Pricing strategies: Price is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different
products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan defining the initial price range and the planned price movements through time that the firm will use to achieve its marketing objectives. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale. Company Pricing policies: The price must be consistent with company pricing policies. Many companies set up a pricing department to develop policies and establish or approve decisions. The aim is to ensure that the salespeople quote prices that are reasonable to customers and profitable to the company. Now a days most companies follows buyer based pricing. They are basing their prices on the product’s perceived value. They see buyers’ perception of value, not the seller’s cost, as the key to pricing.The company using perceived-value pricing must establish the value in the buyers’ mind concerning different competitive offers. Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market. The initial high price serves to skim the cream of the market, that is, relatively insensitive to price. This approach to pricing is, in effect, an experimental search for the right price and it may result in a marketdetermined price. This method starts with a high price and moves the price downward by steps until the right price is reached. Initially Dominos charged high price than what is being charged now. But now it introduces new schemes for value of money. Place Mix (Distribution) This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis. Dominos distribution centres are wide, located in every area of India. Dominos has Dine-in restaurant, Drive-Thru..
Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India. 72 restaurants in North & East India: with
32 in Delhi
20 in Uttar Pradesh – Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru), Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)
10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4), Karnal (1) (Highway and Drive - Thru), Panipat (1)
5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru), Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)
2 in Rajasthan - Jaipur (2)
1 in Uttaranchal - Dehradun (1)
1 in West Bengal – Kolkata (1)
50 restaurants in West & South India:
30 in Maharashtra – Mumbai (22), Pune (7), Nasik (1)
7 in Gujarat – Ahmedabad (4), Vadodara (2), Surat (1)
6 in Karnataka – Bangalore(6)
4 in Andhra Pradesh – Hyderabad (4)
3 in Madhya Pradesh – Indore (3)
For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and by yearend, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director, dominosIndia. The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping malls and cineplexes, besides at residential areas with significant footfalls. India recently won the tender for setting up an outlet each at railway stations in Mumbai and Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi Metro Rail Corporation project, expected to be operational by yearend. And if all goes according to plan, another dominos outlet could come up at Delhi's Nizammuddin railway station. The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating shortly. The chain's other three highway restaurants are located on the Delhi-Agra highway, the Delhi-Ludhiana highway and the Mumbai-Pune highway.
Promotion Mix Promotion is a process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal or impersonal communication with customers and intermediaries. Promotion mix refers to the combination o various promotional tools usd by a business firm to create, maintain and increase demand. It involves an appropriate integration of advertising, personal selling, sales promotion and publicity.
CHAPTER-4 DATA ANALYSIS
Analysis of Questionnaire
Q1. Do you love Outdoor eating? Yes
No
Out of the Sample of 50, following results were obtained:
80% of the people agreed that they love Outdoor eating a lot.
20% of the people said that they don’t like Outdoor eating.
Q2. How frequently do you visit Dominos? Once a week
More than once a week
Once a month
Less than once a month
Once a fortnight
Population 30
25
25 20 15 10
Population 5
8
7
5
5 0 Once a More than Once a Once a Once a Fortnight Month Week Week
Less than Once a Month
Out of the sample of 50, following results were obtained:
25 informants said that they visit Dominos once in a fortnight. This section of people is 50% of the total sample.
8 informants said that they visit more than once in a week i.e. 16% of the people surveyed.
7 said that they visit once in a month. They are 14% of the people surveyed.
5 persons each said that they visit once a week and less than once a month respectively. They are 20% of the people surveyed.
Q3. Restaurants preferred by customers Restaurant
No. of persons
preferred 17
Pizza hut
15
McDonalds
10
KFC
3
Nirula’s
5
Restaurants preferred
Dominos
5
Nirula’s KFC
3 10
Mcdonald
15
Pizza hut
17
Dominos 0
5
10 no. of persons
15
20
17 out of 50 persons surveyed preferred Dominos over any other restaurant, i.e. 34%.
15 persons preferred Pizza hut, i.e. 30%.
10 persons preferred McDonalds’s, i.e. 20%
3 persons preferred KFC, i.e. 6%
5 persons preferred Nirula’s, i.e. 10%
This survey conveys that there is a tough competition between Dominos, Pizza hut and McDonalds, kfc and burger king.
Q4. Is Dominos ambience comfortable and well provided?
Views
No. of persons
Strongly Disagree Disagree Neither agree Agree Strongly Agree
1 1 7 38 3
No. of persons 45 40 35 30 25 20 15 10 5 0
No. of Persons
Strongly Disagree Disagree
Neither Agree Agree
Strongly Agree
Regarding the Comfortability of Dominos,
38 persons out of 50 surveyed agreed that its ambience is comfortable i.e. 60%
7 persons neither agree nor disagree i.e. 20%
3 persons strongly agreed i.e. 15%
1 person each disagreed i.e. 5%
Q5. Does Dominos maintain consistency in its taste and quality?
Views
No. of persons
Yes No
43 7
This question shows whether Dominos maintains consistency in taste and quality of its food products. 86% of the persons surveyed agreed that Dominos maintains consistency in its taste and quality while 14% disagreed. Q6. Are you satisfied with the prices charged by Dominos?
Views
No. of persons
Very satisfied Satisfied Not satisfied
9 35 6
6
9
1 2 3
35
This question deals with the pricing of Dominos’ food products. Out of 50 persons surveyed.
35 are satisfied with the prices charged i.e. 55%
9 are very satisfied i.e. 30% and
6 are not satisfied i.e. 15%
Q7. Do you find the promotional measures adopted by Dominos effective?
Views
No. of persons
Very effective effective Not effective
7 27 16
No. of persons 30 25 20 No. of persons
15 10 5 0 Very effective Effective
Not effective
This question deals with whether the promotional measures adopted by Dominos are effective or not. Out of 50 persons being surveyed:
7 persons find it very effective i.e. 10%
27 persons found it effective i.e. 50% while
16 persons doesn’t find it effective i.e. 40%
Q8. How would you describe your eating experience at Dominos? Experience
No. of Persons
Excellent
4
Very Good
17
Good
25
Poor
4
No. of persons 25 20 15 No. of persons
10 5 0
Excellent Very good Poor
Good
This question describes the eating experience at Dominos. Out of 50 persons being surveyed:
4 describe their eating experience as excellent i.e. 15%
17 as very good i.e.20%
25 as good i.e. 50% and
4 as poor i.e. 15%
Q9. Have you ever called for home delivery of products from dominos? Yes
No
Q10. If yes do they have delivered their product in half an hour? Yes
No
CHAPTER-5 FINDINGS AND RECOMMENDATION
CONCLUSION Going through the analysis of response from the survey conducted, it is concluded that Dominos is able to be and retain at top among all the fast food chains like Nirula’s, Subway and Burger King,Sbarro. Dominos is also preferred over Pizza hut, McDonald’s and KFC. Dominos is providing its customers good quality food products. Though not wide but its product line is quite impressive. It includes meals for both Vegetarian and NonVegetarian and satisfies both section of customers. Dominos is also providing its customers a well provided and comfortable ambience. It has been rated as ‘very good’ by its customers in terms of Taste and Variety of food and promptness of delivery. Dominos maintains its consistency in taste and quality. Customers are also satisfied with its prices and promotional and advertising activities. Prices are affordable by all and Dominos also satisfies its customers by continuously introducing value for money offers Summarising
all points we conclude that Dominos is growing fastly by satisfying its customers by
providing quality and maintaining consistency and also has an impressive products in the form of Marketing Mix Elements.
strategy of marketing the
RECOMMENDATIONS The Recommendations to Dominos is to:
1. Maintain consistency in the taste and quality of products. 2. Include more items in its product line like burgers. 3. Include more promotional and advertising measures to increase its sales or to increase its market share. 4. They Should also freeze their Ice Creams at higher Temperature so that it does not get melted so early. 5. The most important thing is that they should also sell pizza’s without cheese because today’s generation is more Diet Conscious and each and every pizza of Dominos is more or less of cheese so they should make pizza’s without cheese. 6. One Thing more Dominos should start is giving Customized waiter Services instead of Self Services. 7. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.
APPENDICES QUESTIONNAIRE
Name:
Age:
Marital Status:
Occupation:
No. Of Children:
Income:
Q1. Do you love Outdoor eating? Yes
No
Q2. How frequently do you visit Dominos? Once a week
More than once a week
Once a month
Less than once a month
Q3. Restaurants preferred by customers? Dominos Pizza hut McDonalds KFC Nirula’s
Q4. Is Dominos ambience comfortable and well provided? Strongly disagree Disagree
Once a fortnight
Neither agree Agree Q5. Does Dominos maintain consistency in its taste and quality? Yes No Q6. Are you satisfied with the prices charged by Dominos? Yes No Q7. Do you find the promotional measures adopted by Dominos effective? Very effective Effective Not effective Q8. How would you describe your eating experience at Dominos? Excellent Very Good Good Poor Q9. Have you ever called for home delivery of products from dominos? Yes No
Q10. If yes do they have delivered their product in half an hour? Yes No
BIBLIOGRAPHY
Books referred: Kotler P. (2004) ‘Marketing Management: Analysis, Planning, Implementation & Control’, Prentice Hall of India, New Delhi Christopher G and Harold W Bukman, ‘ Marketing management C.B.Gupta
Websites referred: www.wikipedia.com www.dominos.co.in www.google.com Websites of different fast food restaurants.