SERVICE MARKETING MINI PROJECT

• Varunendra Singh
• PGDM B2B2
• 2019190500010005
 Introduction
Founded in 1960 by Tom Monaghan.
The first delivery outlet was launched at Ypsilanti, Michigan as
Dominick.
A network of 9,742 Company-owned and franchise stores.
Jubilant Food Works Limited, a Jubilant Bhartia Group company holds
the Master Franchise rights in India.
Today there are 8,000 Domino's Pizza stores in more than 50
countries, employing over 145,000 team members and involving over
2,000 franchisees.
 Mission, Vision & Values of
Domino’s
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”.
VISION- “Exceptional people on a mission to be the best pizza delivery
company in the world”.
VALUES-
• Treat people as you'd like to be treated.
• Produce the best for less.
• Measure, manage and share what's important.
• Think big and grow.
• Set the bar high, train, never stop learning.
 Segmentation, Targeting &
Positioning.
Segmentation-
1. Geographic-
• Region – Dominos outlets in different countries is a way of segmenting their
market according to region and finding out potential markets.
• City – they also segment the cities as class 1, class 2, metros, small towns.
2. Demographic-
• age – under 13years, 13 to 21 years, 21 to 35 years, 35 to 50 years, 50+ years.
• family income – lower middle class, middle class, upper middle class, high
class.
Targeting-
1. Dominos pizzas have target the families who like to go out for dinner once in
a week.
2. They also target teenagers of school.
3. Dominos pizza has made delivery services for those customers who like to
have pizzas in their home with their families or friends.
Positioning-
1. The marketing and advertising strategies have placed Dominos at the
desirable benefit level very successfully.
2. The desirable benefit which they offer is that they can deliver a pizza that
too fresh one within 30 minutes. This should not be considered as product
attributes rather a service which is accompanying the product.
3. Thus the brand positioning of Domino’s through its versatile ads guarantees
its association with an image of high quality fresh pizza which is delivered on
time.
4. This way the customers get to enjoy a delicious pizza within 30 minutes and
that too just sitting at home. Thus Domino’s has created a niche in pizza
market through brand positioning very successfully.
 SWOT Analysis
Strength-
• 30 minute home delivery system.
• Strong brand name
• Strong brand loyalty
• Fast delivery services
• Large range of products
• High quality
• Strong global presence
• Efficient supply chain management
Weakness-
• High calorific value of the food
• Low staff turnover
• Minimalistic decorated outlets
Opportunities-
• Extensive home delivery services
• Large range of options in Add-ons
Threats-
• Strong competitors
• Increasing awareness about health related issues.
 7P’s of Domino’s

1. Product-
• Domino's adds value to the products available in the store.
• The quality and the hygiene of the pizzas and the other add-ons are taken care
of by the company or the franchisees by way of training to the employees.
• Domino's also takes pride on the innovation of many new products and ideas.
2. Price-
• General perception prevails that pizza prices are expensive and cannot be
afforded by many, but Domino's pizza prices will make you think twice about
that statement.
• Domino's also provide lots of offers and deals that give your much discounted
pizza prices.
• First off, customers can get Pizza mania pizzas for prices as low as Rs. 39/-
which no other pizza chain offers in the country.
• The regular size Simply Veg pizzas start from Rs. 60/- onwards and they have
pizzas up to around Rs. 500/-
• Domino's caters to all price ranges so that customers can always find a pizza
price that fits their pocket.
3. Physical Evidence-
• Logo
• Simple Parking space
• Good Infrastructure
• Use of Modern Technology Equipment's.
• Clean and Friendly Services.
4. Process-
• Self service system.
• Hungry Hotline Facility.
• Keep in mind the health and hygiene.
• Domino's Pizza India also boasts about its commitment to serve its customers
on time by implementing the "30 MINUTES OR FREE" service commitment.
• Domino's constantly strives to develop products that suit the tastes of its
customers.
• Domino's believes strongly in the strategy of 'Think Local and Act Regional'.
5. People-
• Recruiting young, enthusiastic and dedicated employees.
• Appropriately trained for delivering the service.
• Personality development and grooming sessions.
• Provide them with various facilities such as medical help, consultation,
traveling facilities, perks and bonuses.
• Team members are recognized and rewarded based on ability and merit for
their contributions.
6. Place-
• Domino's Pizza stores are established in almost 50 countries and they have got
more than 8,000 stores worldwide.
• The Domino's stores are centrally located and in a manner convenient for the
people to walk in and also convenient for the deliverers to do their job.
• The distribution channel followed by the company is mostly through
takeaways, telephone ordering and online ordering.
• The pizzas are delivered by way of scooters at their door step.
• In order to maintain the quality of the pizzas, they are carried in a heat wave
bag so that they can deliver hot and tasty pizzas to their customers.
7. Promotions-
• Pizza Order Discount: Domino's offers its customers a number of discount and
other promotions on purchasing Domino's pizza.
• Dominos start providing coke/Fanta/sprite as per their contract with Coca Cola
Limited.
• Dominos started pizzas mania which start from Rs 39 and we get the toping
according to our choice.
• Web coupons available at web site www.dominos.co.in
• Discounting coupons are being provided with every item purchased.
• New schemes at regular interval of time according to the taste of the INDIAN
customer.
 Competition
• Dominos compete against regional and local companies as well as national
chains, Pizza Hut and Papa John’s .
• We generally compete on the basis of product quality, location, image, service
and price.
• We also compete on a broader scale with quick service and other
international, national, regional and local restaurants.
• In addition, the overall food service industry in particular are intensely
competitive with respect to product quality, price, service, convenience and
concept.
• The industry is often affected by changes in consumer tastes, economic
conditions, demographic trends and consumers disposable income.
 SERVICE BLUE-PRINT OF DOMINOS
(HOME-DELIVERY)
Thankyou