INTRODUCTION

CHAPTER-01

MEANING: Marketing is the process of promoting and selling products or services, which
involves various activities such as market research, advertising, branding, and customer
engagement. Its main goal is to create value for customers and generate revenue for businesses.

DEFINATION: Marketing is the strategic process of creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and society at large. It
encompasses a range of activities aimed at identifying and satisfying customer needs while
achieving organizational objective

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 OBJECTIVES OF MARKETING:

• Specific: In marketing, "specific meaning" could refer to the precise message or value
proposition that a brand or product conveys to its target audience. It's about clearly defining
what sets the brand apart and communicating that uniqueness effectively to consumers.

• Measurable: In marketing, "measurable meaning" often refers to the ability to quantify

the impact or success of a marketing campaign or initiative. It involves setting specific
metrics or key performance indicators (KPIs) to track and evaluate the effectiveness of
marketing efforts, such as sales numbers, website traffic, conversion rates, or customer
engagement metrics. By measuring these outcomes, marketers can assess the ROI
(Return on Investment) and make data-driven decisions to optimize future strategies.

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• Attainable: In marketing "attainable meaning" typically refers to setting realistic and
achievable goals or objectives for a marketing campaign or initiative. It involves
considering factors such as budget constraints, available resources, market conditions,
• and the capabilities of the marketing team. By setting attainable goals, marketers can
ensure that their efforts are focused on targets that are within reach and can be realistically
accomplished within the given constraints. This helps maintain motivation and increases
the likelihood of success.

• Relevant: In marketing, "relevant meaning" refers to ensuring that marketing efforts,

messages, and content are aligned with the needs, interests, and preferences of the target
audience. It involves understanding the context in which the audience operates, their
challenges, aspirations, and behaviors, and tailoring marketing strategies accordingly. By
creating relevant content and experiences, marketers can capture the attention of their
audience, build trust, and foster meaningful connections that drive engagement and
ultimately lead to conversions or sales.

• Timely: In marketing, "timely meaning" refers to the importance of delivering the right
message to the right audience at the right time. It involves understanding the timing
preferences and behaviors of the target audience and strategically timing marketing
campaigns, promotions, and content to coincide with key moments or events that are
relevant to the audience. By being timely, marketers can capitalize on opportunities, stay
top-of-mind with consumers, and maximize the effectiveness of their marketing efforts.

3
Marketing strategies:

Strategies can encompass various aspects of marketing, including product development, pricing,
distribution, promotion, branding, and customer relationship management, among others. The goal
of marketing strategies is to create sustainable competitive advantage and drive long-term success
for the organization in the marketplace.

Product: This refers to the tangible goods or intangible services that a company offers to meet
the needs or wants of its target market. It includes considerations such as product features,
quality, design, branding, packaging, and variety

Price: Price refers to the amount of money customers must pay to acquire the product or service.
It involves setting the right price that reflects the value provided by the product or service while
also considering factors such as competition, production costs, pricing strategies, and perceived
value by purchase.

Place: Place, also known as distribution, refers to the channels and methods used to make the
product or service available to customers. It involves decisions related to distribution channels,
such as direct sales, retail stores, e-commerce platforms, wholesalers, and logistics, to ensure that
the product reaches the target market efficiently and effectively.

Promotion: Promotion encompasses all the activities and communication efforts used to promote
and create awareness about the product or service to the target audience. It includes advertising,
public relations, sales promotions, direct marketing, social media, and other promotional tactics
aimed at informing, persuading, and influencing customers to purchase the product or service.

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 MERITS AND DE MERITS OF MARKETING

MERITS OF MARKETING

Market Understanding: Effective marketing allows businesses to gain deep insights into their
target markets, including customer needs, preferences, behaviors, and trends. This understanding
enables businesses to tailor their products, services, and messaging to better meet the needs of their
customers, leading to increased satisfaction and loyalty.

Engagement and Awareness: Marketing efforts help businesses raise awareness about their
brand, products, or services among their target audience. Through various marketing channels and
tactics, companies can engage with potential customers, build relationships, and stay top of mind,
ultimately increasing brand visibility and recognition.

Revenue Generation: Marketing plays a crucial role in driving sales and revenue growth for
businesses. By effectively promoting products or services, businesses can attract new customers,
encourage repeat purchases, and stimulate demand, leading to increased sales and profitability.

Innovation and Adaptability: Marketing encourages businesses to stay innovative and adaptable
in response to changing market dynamics, consumer preferences, and competitive pressures. By
continuously monitoring market trends and consumer feedback, businesses can identify new
opportunities, refine their offerings, and stay ahead of the competition.

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DE-MERITS OF MARKETING
Overconsumption and Materialism: Marketing can sometimes contribute to overconsumption
and materialism by promoting excessive consumption of goods and services, often leading to
environmental degradation, resource depletion, and financial strain on consumers.

Deceptive Practice: Marketing can sometimes involve deceptive tactics or misleading advertising,
where companies exaggerate the benefits of their products or services, conceal negative
information, or use manipulative techniques to persuade consumers to make purchases. Such
practices can erode trust between businesses and consumers, leading to dissatisfaction, complaints,
and legal repercussions es

Consumer Manipulation and Exploitation: Marketing can exploit psychological principles and
emotional triggers to manipulate consumer behavior, leading individuals to make purchasing
decisions that may not align with their best interests or needs. For example, aggressive sales tactics,
targeted advertising, and persuasive messaging can pressure consumers into buying products they
don’t need or can’t afford, leading to financial stress or buyer’s remorse.

Environmental and Social Impact: Some marketing practices contribute to environmental

degradation and social issues by promoting unsustainable consumption patterns, encouraging
wastefulness, and perpetuating harmful stereotypes or cultural norms.

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 CHAPTER-2

PROFILE OF ORGANIZATION

Domino's Pizza Inc (Domino's) is a pizza restaurant chain. It provides pizza delivery and carryout
services as well as dine-in services through its restaurants. Domino's offers its customers a wide
range of pizzas products with varying crusts and sizes, pasta-based dishes, chicken wings, boneless
chicken, oven-baked sandwiches, bread side items, soft drinks, and desserts. It also offers several
toppings based on country and culture. The company operates through a network of company-
owned and franchise stores across the US and in international markets including India, the UK,
Japan, Mexico, Australia, Turkey, Canada, South Korea, China, and France. Domino’s is
headquartered in Ann Arbor, Michigan, the US

Name the company Domino's

Establishment December 9th, 1960.
Headquarters United States of America

address 30 Frank Lloyd Wright Dr, Ann Arbor, Michigan, 48105-9757

Website www.dominos.com

Industry Foodservice

Franchising

Number of locations. 18,848

Products. Chicken wings
Dessert
Pasta
Pizza
Submarine sandwiches

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 Dominos Control Over Inventory
Domino's is a worldwide network of pizza restaurants in the United States that was established in
1960. In 2017, Domino's has more than 13,000 outlets and operated in more than 85 countries.
The three main operating segments for Domino are local stores, supply chains, and international
franchises (Chopra, 2015).

The majority of Domino's menu is made up of pizza items in various sizes and dough types.
Worldwide, there were allegedly 5,000 Domino's franchise restaurants.

The supply chain division in America is in charge of 18 local food manufacturing and supply chain
facilities. Domino also has facilities for creating crusts, processing veggies, and supplying
equipment and supplies to its retail outlets. The Dominos locations are frequently located in
cramped spaces, giving customers only a tiny amount of space to wait in. a constrained-space
kitchen, tools like a refrigerator for dough storage, a compact staff bathroom and a compact
manager's office. At Domino's, making pizza is a rather involved procedure.

When a consumer places a pizza order, the customer care representative inputs the details into the
system and the order is shown on the system screen. The dough is prepared by one chef, who then
gets the oven, chops it, and boxes it. The cake is either delivered to the customer by the delivery
driver or presented to the customer who is waiting for it in the waiting area. Jubilant Food works
Limited is the Domino's Pizza Master Franchisee in India, Bangladesh, Sri Lanka, and has the
exclusive right to own and operate Domino's Pizza restaurants in these nations.

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Problem Description
Due to Domino's constant and timely delivery of high-quality pizzas at affordable pricing,
customers have a favorable opinion of the company (Smith, 2021). When it comes to handling the
logistics of employing fresh ingredients in its goods, the business has internal difficulties (Jones,
2022). In order to improve overall logistics performance, Domino's must prioritize identifying
areas of weakness in its logistics process and putting up workable alternatives (Brown, 2020)

Proposed Solution
All businesses, especially large restaurant chains like Domino's, depend on effective inventory
control to be profitable. Restaurants' main source of working capital is inventory, which influences
how money and commodities move across the business (Smith, 2019). By implementing predictive
inventory management, Domino's is able to meet the constantly shifting needs of its customers

9
while lowering costs and increasing profits (Jones, 2020). By releasing working capital for other
uses, maintaining an ideal inventory level gives the business the flexibility to take advantage of
opportunities that need a lot of cash (Brown, 2018). In terms of its supply chain system, Domino's
encounters a few difficulties. The low number of distribution centers (DC) points may result in
delays and jeopardize the freshness of ingredients and produce with only 18 DC points for moving
fresh ingredients to different locations throughout the world (Johnson, 2021). Preservatives are
added to components to increase shelf life; however, this affects the freshness of the finished
product, raising questions about the potential health effects of preservatives among certain
consumers (White, 2019). Furthermore, Domino's ERP system still struggles to estimate pizza
demand effectively, which occasionally results in high-demand conditions where all ingredients
are used up and shortages occur (Miller, 2022). In the face of intense competition, Domino's must
establish a robust management system to thrive in the market (Taylor, 2020). Maximizing the
effectiveness and efficiency of the supply chain process, with top management assuming primary
responsibility for delivering high-quality pizzas, becomes a crucial area where Domino's needs to
exert more effort (Adams, 2019)

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Planning, Executing, and Control are the three key divisions that must be made in management for
Domino's supply chain management to be effective and successful. Demand forecasting and order
volume are decided during the planning stage. The executing phase entails duties including
receiving inventory, storing goods, and sending inventory out. The phase of control and monitoring
makes sure that items arrive, are safely kept, and leave on time. However, Domino's is currently
dealing with a number of difficulties in all three stages. Through investigation, it became clear that
Domino's has trouble planning, as seen by significant differences between forecasted and real
demand. Incorrect inventory storage practices and a lack of supplier enforcement also contribute
to an increase in damaged stock. Employee performance is inconsistent due to inaccurate order
and demand forecasting techniques, a lack of standard operating procedures, and both. These
difficulties have a big influence on Domino's supply chain. Two operational management
technologies are suggested for Domino's to deal with these problems. First off, using a scientific
way to estimate demand, such the moving average method, can increase planning accuracy.
Furthermore, putting in place a computerized requirement planning system may guarantee that the
right inventory levels are computed. The adoption of a Standard Operating Procedure (SOP)
system is advised to create uniform corporate processes and address irregularities in staff
performance.

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 SUPPLY CHAIN OF DOMINO’S

The Domino’s supply chain is a complex network that involves a range of activities and partners,
including raw material and ingredient suppliers, production facilities, distribution centers, and
stores. Domino’s sources raw materials and ingredients from around the world, and its products are
manufactured in a variety of locations, including in-house production facilities and third-party
manufacturers. The company also has a large and diverse distribution network, with warehouses and
distribution centers located in various countries around the world.
To ensure the efficiency and effectiveness of its supply chain, Domino’s uses a range of technologies
and strategies, including:

1. Inventory management systems that can track and update inventory levels in real-time.

2. Advanced logistics and transportation systems that optimize the flow of goods and reduce
waste.

3. Quality control systems that ensure consistent product quality and safety.

4. Collaboration with suppliers to optimize production processes and reduce costs.

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Overall, the goal of the Domino’s supply chain is to provide customers with high-quality products
at competitive prices, while also minimizing the environmental impact of the supply chain.

competitors of dominos

 Pizza Hut
 Papa Johns Pizza
 KFC
 McDonald's
 Subway
 Taco Bell
 Chicago Pizza

RESPONSIBLE SOURCING
For Domino’s, responsible sourcing means acknowledging the role we play in driving innovation
and supplier partnerships to provide the highest quality and safest food possible. We are doing
this through our efforts around packaging sustainability, carbon footprint reduction, enhancing
animal care standards, and transparency with nutrition and ingredient information.

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Sustainable Packaging

Nearly everything that leaves a Domino’s store leaves in the same type of packaging:
corrugated cardboard boxes. Domino’s currently has two corrugated box suppliers,
each of Which provide boxes made from more than 70% recycled content. Both box
suppliers maintain certified fiber sourcing and chain-of custody certifications using
third-party audits

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 CHAPTER-03
LEARNING OUTCOMES

3.1 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 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 P’s 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 dominos 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:

 Size and weight of the product

 Quality of the product
 Design of the product
 Volume of output
 Brand name

2. 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

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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:

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 , relative may result in a market determined 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.

3. 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 to provide the products to the right customer at the right time and place on a continuing basis.
Dominos distribution center is wide, located in every area of India. Dominos has Dine-in
restaurant, Drive- 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 Indore (3) For the Big Mac, the
current calendar year will be the biggest in terms of restaurant opening, and by year-end, 16 new
restaurants would be in place, informs Vikram Bakshi, Managing Director, dominos India.

4. 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 uses by a business firm to create, maintain and increase demand. It involves an appropriate
integration of advertising, personal selling, sales promotion and publicity.

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3.2 products offered by Dominos

The product breadth or number of products offered by Dominos can be classified as Vegetarian
products Non vegetarian products, Beverages, Deserts, Add-ons

 Veg Cheese pizza

 Non-Veg chicken pizza.
 Onion pizza
 Beverages
 Desserts
 Add-ons

Cold coffee Soft serve cone Ice tea Hot serves Choco lava cake Shakes Soft drinks 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.

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. Our immaculate standards of quality allow for nothing but the best to
reach your tray.

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 to4ºC. 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,

17
special. Dynamics 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

3.2 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

 Full Line Strategy
 Trading up and trading down

3.3 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.

Data Source
In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three methods, namely, QUESTIONNAIRE
METHOD and DIRECT PERSONAL INTERVIEW METHOD, OBSERVATION METHOD.
ALL these methods proved to be great help in getting the required information.

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SECONDARY DATA

It is not possible to collect first hand information for each & every thing so, secondary data from
various sources like Internet, A. C Neilson’s report on Jan, 2007, Information from television
channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline Website.

3.4 OBJECTIVES OF THE STUDY:

 To do customer value analysis which includes identifying the major attributes that
customers value in a fast-food chain restaurant, assessing the quality of the different
attributes.
 To shed light on different aspects that a service-based food chain must follow in order to
increase its market share and for being on a continuous growth stream.
 To identify different activities that an aggressive company like Dominos follow in order to
establish itself in a local market and increasing sales by being in customer’s mind and heart.
 To know the consumer perception and Preference about Dominos products.
 The research also finds out the company on different customer value attributed and try to
find. Their performance

3.5 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.
 Because of time constraints and reserve constraints, a mix of convenient sampling and
Judgement (Probability & Random) sampling was used.

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 CHAPTER-4
ANALYSIS AND INTERPRETATION

Domino’s extensive menu and customizable options demonstrate the importance of product
diversification in catering to diverse customer preferences. The variety of crusts, toppings, and
additional menu items like pasta, sandwiches, and desserts allows Domino’s to appeal to a broad
customer base and meet various dietary needs.

1.2 Importance of Technology Integration:

The incorporation of advanced technology, such as the online ordering system, Pizza Tracker, and
AI-driven data analytics, underscores the role of technology in enhancing customer experience and
operational efficiency. Domino’s successful use of technology provides valuable insights into how
businesses can leverage digital tools to optimize service delivery and improve customer satisfaction.

1.3 Operational Efficiency through Standardization:

Domino’s standardized production process ensures consistent quality and taste across all locations.
This consistency is crucial for maintaining brand reputation and customer loyalty. Learning about
Domino’s operational strategies highlights the importance of standardization in achieving
operational excellence and scaling a business effectively.

1.4 Competitive Positioning and Market Adaptation:

Domino’s strategic initiatives, such as global market expansion and localized menu adaptations,
illustrate the significance of understanding and responding to regional market dynamics. The
company’s ability to compete with local and international players by tailoring its offerings to local
tastes demonstrates the importance of flexibility and market research in maintaining competitive
advantage.

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1.5 Customer-Centric Marketing:

Domino’s marketing strategies, including loyalty programs and community engagement, emphasize
the value of building strong customer relationships. Effective marketing and promotional campaigns
can enhance brand loyalty and drive repeat business, showcasing the critical role of customer-centric
marketing in business success.

2. Suggestions

2.1 Enhance Health-Conscious Offerings:

To address the growing demand for healthier food options, Domino’s could expand its menu to
include more nutritious and low-calorie items. Introducing whole-grain crusts, organic toppings, and
additional vegan and gluten-free options could attract health-conscious consumers and diversify the
customer base.

2.2 Strengthen Sustainability Initiatives:

Increasing focus on sustainability can enhance Domino’s brand image and appeal to environmentally
conscious consumers. Implementing more ecofriendly packaging, reducing food waste, and using
sustainable sourcing practices for ingredients can contribute to environmental responsibility and
corporate social responsibility (CSR) goals.

2.3 Expand Technological Innovations:

Continued investment in technology can further enhance customer experience and operational
efficiency. Exploring advanced AI for personalized customer interactions, implementing augmented
reality (AR) for interactive menu experiences, and expanding autonomous delivery options can keep
Domino’s at the forefront of innovation in the fast-food industry.

2.4 Increase Focus on Emerging Markets:

To sustain growth, Domino’s should continue to focus on expanding in emerging markets with high
growth potential. Tailoring products to local tastes, understanding cultural preferences, and building
strong local partnerships can facilitate successful market entry and expansion.

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2.5 Enhance Employee Training and Development:

Investing in comprehensive training programs for employees can ensure high-quality service and
operational efficiency. Providing ongoing professional development opportunities can also enhance
employee satisfaction and retention, contributing to a more motivated and skilled workforce.

3. Conclusion

Domino’s Pizza has solidified its position as a global leader in the fast-food industry through its
commitment to quality, innovation, and customer satisfaction. The company’s extensive product
range, technological advancements, and strategic market expansion have driven its success and
growth. However, to maintain its competitive edge and continue thriving, Domino’s must address
evolving consumer preferences, environmental sustainability, and technological advancements.

Adaptation to Health Trends:

As consumer preferences shift towards healthier and more sustainable options, Domino’s should
enhance its menu to include more nutritious and environmentally friendly choices. This adaptation
not only meets customer demand but also aligns with global health and sustainability trends.

Investment in Technology:

Continued investment in cutting-edge technology is essential for improving operational efficiency

and customer experience. By embracing AI, AR, and autonomous delivery solutions, Domino’s can
set new standards in the fast-food industry and ensure a seamless and engaging customer journey.

Global Market Expansion:

Expanding in emerging markets offers significant growth opportunities. By understanding and

catering to local tastes and preferences, Domino’s can successfully penetrate new markets and build
a loyal customer base globally.

22
Commitment to Quality and Consistency:

Maintaining high standards of quality and consistency across all locations is crucial for sustaining
brand reputation and customer loyalty. Standardized production processes and comprehensive
employee training programs are key to achieving this goal.

Customer-Centric Marketing and Engagement:

Effective marketing strategies that prioritize customer satisfaction and engagement will continue to
drive brand loyalty and repeat business. Loyalty programs, personalized marketing efforts, and
community involvement are vital components of Domino’s marketing success.

Internships at Domino’s Pizza company provide valuable learning opportunities and practical
experience for students pursuing careers in the food industry. Throughout their internship, students
gain insights into various aspects of restaurant operations, including food preparation, customer
service, and management. The hands-on nature of the internship allows students to apply theoretical
knowledge acquired in academic settings to real-world scenarios, fostering skill development and
professional growth. Feedback from interns highlights the positive aspects of the internship program,
including supportive mentorship, opportunities for cross-functional learning, and exposure to
industry best practices. Additionally, interns appreciate the inclusive and collaborative work culture
at Domino’s Pizza, which encourages creativity, innovation, and teamwork. As interns contribute to
projects and initiatives, they not only add value to the company but also gain a deeper understanding
of the challenges and opportunities within the food service industry. Moving forward, Domino’s
Pizza can further enhance its internship program by incorporating structured training modules,
providing ongoing mentorship, and offering opportunities for networking and career advancement.
Overall, student internships at Domino’s Pizza company serve as a springboard for future career
success, equipping students with the skills, knowledge, and experience needed to thrive in the
competitive food service industry.

23
 CHAPTER-05
FINDINGS AND CONCLUSION

5.1 Recommendation

 Maintain consistency in the taste and quality of products.

 Include more items in its product line like burgers.
 Include more promotional and advertising measures to increase its sales or to increase its
market share.
 They Should also freeze their Ice Creams at higher Temperature so that it does not get melted
so early.
 The most important thing is that they should also sell pizzas 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 pizzas without cheese.
 One Thing more Dominos should start is giving Customized waiter Services instead of Self
Services.
 The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink

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5.2 CONCLUSION

 Domino’s Pizza has solidified its position as a global leader in the fast-food industry
through its commitment to quality, innovation, and customer satisfaction. The company’s
extensive product range, technological advancements, and strategic market expansion have
driven its success and growth. However, to maintain its competitive edge and continue
thriving, Domino’s must address evolving consumer preferences, environmental
sustainability, and technological advancements.

Adaptation to Health Trends:

As consumer preferences shift towards healthier and more sustainable options, Domino’s should
enhance its menu to include more nutritious and environmentally friendly choices. This adaptation
not only meets customer demand but also aligns with global health and sustainability trends.

Investment in Technology:

Continued investment in cutting-edge technology is essential for improving operational efficiency

and customer experience. By embracing AI, AR, and autonomous delivery solutions, Domino’s
can set new standards in the fast-food industry and ensure a seamless and engaging customer
journey.

Global Market Expansion:

Expanding in emerging markets offers significant growth opportunities. By understanding and

catering to local tastes and preferences, Domino’s can successfully penetrate new markets and
build a loyal customer base globally.

Commitment to Quality and Consistency:

Maintaining high standards of quality and consistency across all locations is crucial for sustaining
brand reputation and customer loyalty. Standardized production processes and comprehensive
employee training programs are key to achieving this goal.

25
Customer-Centric Marketing and Engagement:

Effective marketing strategies that prioritize customer satisfaction and engagement will continue
to drive brand loyalty and repeat business. Loyalty programs, personalized marketing efforts, and
community involvement are vital components of Domino’s marketing success.

Internships at Domino’s Pizza company provide valuable learning opportunities and practical
experience for students pursuing careers in the food industry. Throughout their internship, students
gain insights into various aspects of restaurant operations, including food preparation, customer
service, and management. The hands-on nature of the internship allows students to apply
theoretical knowledge acquired in academic settings to real-world scenarios, fostering skill
development and professional growth. Feedback from interns highlights the positive aspects of the
internship program, including supportive mentorship, opportunities for cross-functional learning,
and exposure to industry best practices. Additionally, interns appreciate the inclusive and
collaborative work culture at Domino’s Pizza, which encourages creativity, innovation, and
teamwork. As interns contribute to projects and initiatives, they not only add value to the company
but also gain a deeper understanding of the challenges and opportunities within the food service
industry. Moving forward, Domino’s Pizza can further enhance its internship program by
incorporating structured training modules, providing ongoing mentorship, and offering
opportunities for networking and career advancement. Overall, student internships at Domino’s
Pizza company serve as a springboard for future career success, equipping students with the skills,
knowledge, and experience needed to thrive in the competitive food service industry.

5.3 BIBLIOGRAPHY

Books referred:

Kotler P. (2004) “Marketing Management: Analysis, Planning. Implementation & Control’,

Prentice Hall of India, New Delhi Christopher G and Harold W Bookman, Marketing management
C.B. Gupta

26
Articles referred:

Dominos: “Think global, act global” the marketing mix –

Websites referred:

www.wikipedia.com

www.dominos.com

www.dominossindia.com

APA Style

Jubilant Food Works:

Jubilant Food Works. (nod). Home. Retrieved June 18, 2024, from
https://www.jubilantfoodworks.com.

Domino’s Pizza:

Domino’s Pizza Home Retrieved June18, 2024, from https://www.dominos.com.

MLA Style

Jubilant Food Works:

Jubilant Food Works Home. “Jubilant Food Works, https://www.jubilantfoodworks.com.Accessed

18 June 2024.

Domino’s Pizza:

Domino’s Pizza. “Home.” Domino’s Pizza, https://www.dominos.com. Accessed 18 June 2024.

Chicago Style

Jubilant Food Works:

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Jubilant Food Works. “Home.” Accessed June18, 2024. https://www.jubilantfoodworks.com.

Domino’s Pizza:

Domino’s Pizza. “Home.” Accessed June 18, 2024. https://www.dominos.com.

www.emeraldlibrary.com

www.jublicantfoodwork.com

Websites of different fast-food restaurants.

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