A
PRESENTATION
ON
DOMINO’S PIZZA
ABOUT DOMINO'S
 Type: Public company (NYSE)
 Industry: Restaurants
 Area served: Worldwide
 Founders: Ypsilani, Michigan United state (June 10, 1960)
 Headquarter: Ann arbor, Michigan, United states
 Key people: Tom Monaghan, Founder, J.Patrick Doyle, CEO
Cont…
 Products : Pizza, Breadsticks, Pasta, Chicken wings, Desserts.
 Revenue: $265 Million USD (2013)
 Employees:145000
 2nd largest Pizza chain in US.
 Domino’s outlet in India opened in 1996
 9000 corporate and franchised stores across 60 nations and 602 stores
in INDIA.
" Exceptional people on a mission
to be the best pizza delivery company
in the world "
MISSION
Khushiyon
ki home delivery
DOMINO’S BELIEVES
STRONGLY IN THE STRATEGY
“Think global and act local”

innovating with delicious new products

providing value for money and affordable products to our
consumers
COMPETITORS
ORDERING WAYS
 Telephone
 Order online
 Mobile & Tablet App
7P’S OF DOMINO’S
PRODUCTS
Pizzas
Pastas
Breadsticks
Cheese Dips
Beverages (tie-up with Coca
Cola)
Chocó Lava Cake
Chicken Wings
MARKETING MIX
PRICE

Affordability is Domino’s pizza number 1 price
strategy. This is the main strategy, but it also will
offer deals and promotions.

For example in the website of the company, if you
order a second pizza, it will come on the 50 %.
Also the delivery will be free. On this way
Domino’s pizza will create more desirable pizza.
To low the price below its competitors also could
be used coupons.
PROMOTION
PLACE

The Pizza Domino’s units will locate its stores in a nice
place that is easy to see and all the time many people are
passing around.

Must be good located for deliveries, because they top
priority for the business.

The areas where the units will be located should be busy
with a lot of traffic.

Domino’s pizza also will have special design facilities for
seat and wait on their orders.
PHYSICAL EVIDENCE
 Logo
 Simple Parking space
 Good Infrastructure
 Use of Modern Technology Equipments.
 Clean and Friendly Services.
PROCESS
 Self service system.
 Hungry Hotline Facility.
 Domino's believes strongly in the strategy of 'Think Local and Act
Regional'.
 Domino's constantly strives to develop products that suit the tastes of
its customers.
 Domino's Pizza India also boasts about its`` commitment to serve its
customers on time by implementing the "30 MINUTES OR FREE"
service commitment.
PEOPLE
 Appropriately trained for delivering the service.
 Personality development and grooming sessions.
 Recruiting young, enthusiastic and dedicated employees.
 Providing them with various facilities such as medical help,
consultation, traveling facilities, perks and bonuses.
 Team members are recognized and rewarded based on ability and
merit for their contributions
INTERNAL MARKETING EXTERNAL MARKETING

Home delivery specialist.
 Young and enthusiastic team.
 Domino's vision.
 Bonus scheme incorporating profit.
 What's up Dominos session
 Dominos bring out the 'WOW' effect.
 Domino's serve its customers on time.
 Every order is hand-made.
INTERACTIVE MARKETING
 E home delivery.
 Domino's heat wave.
 Delivers more than just hot pizzas
 Dominos promises their customers safe and
friendly services free of cost.
SWOT ANALYSIS
ANSOFF MATRIX

The matrix determines the potential strategies available to a business in
four areas:

Market penetration – existing product into existing market. The
manager aimed to increase the market share, with current products;

Market development – existing product into new markets.
Targeting either trough existing marketing and distribution channel or
new ones.

Product development – new products into existing market. Here
the major concern is the “time to market”, how much time it is going
to take to develop new product and to cover the cost quickly;

Diversification – new product into new market. This is strategy
is with higher risk of all strategies.

Domino’s strategy is MARKET PENETRATION offering existing
product into existing market. Domino’s pizza aimed to increase the
market share. It will offer quality fresh products on a acceptable prices
and will attract many customers, because of that.
MICHAEL PORTERS-THREE
BASIC GENERIC STRATEGIES

THE DIFFERENTIATION STRATEGY: seeks
to highlight itself from the competitors, but
offering best quality of the products or service
Domino’s distinguish itself by offering always
fresh and hot pizza, delivered in time.

THE COST LEADERSHIP STRATEGY: It
requires cost minimization, but in a ways that
company will still achieve reasonable profit. This
also creates an entry barrier for new market
entrants. Domino’s pizza aimed to put a 50 %
discount in its website, when there is order for the
second pizza. Also the delivery will be free.
PORTER’S 5 FORCES
BARGAINING POWER OF
CUSTOMERS
• Switching costs are low.
• The products that they need are high volume and
not differentiated.
• Lot of substitutes.
THREAT OF NEW
ENTERANTS
• The saturation in the industry is huge.
• Speedy and reliable channels are essential among
all firms.
• Cost disadvantages are significant.
COMPETITIVE RIVALRY
WITHIN AN INDUSTRY
THREAT
• High rivalry among firms.
• Huge number of companies offering the same
product.
• To many substitute exist in the industry.
• The threat of substitutes is very high.
Of SUBSITUTE PRODUCT
BARGAINING
POWER OF SUPPLIERS
• Switching costs are nearly zero. Thus finding a
second options is easy.
• Customers bargaining power is likely to be low
MARKETING
STRATEGIES

Domino’s pizza offers quality product that comes hot on
time. The pizza is fresh, with no frozen
ingredients. Domino has its own specially design boxes
to keep the pizza hot for a longer time.

The customers will get the pizza in 30-35 min, from the
moment they place the order. Pizza system will be
designed in the fastest way to go from the restaurant to
the the driver.

If the order is online, the pizza tracker can be used. It
shows what’s is the current location of the pizza. It traced
its way from the restaurant to your home.
STRATEGIC ANALYSIS
(STP)
SEGMENTATION
 Geographic
 Region – dominos outlets in different countries is a way of
segmenting their market
 According to region and finding out potential markets.
 City – they also segment the cities as class i, class ii, metros,
small towns.
 Demographic
 Age – under 13years, 13 to 21 years21 to 35 years, 35 to 50
years, 50+ years.
 family income – lower middle class, middle class, upper
middle class, high class
TARGETING
Dominos pizza shave target the families who like to go out
for dinner once in a week.
They also target teenagers of school.
Spending habits of college freshmen also indicates a high
percentage of money being spent on non-essential items.
Pizza Hut has made delivery services for those customers
who like to have pizzas in their home with their families or
friends.
POSITIONING
• India’s Pizza Delivery expert and market leader in the
organized pizza home delivery segment announced the
launch of their new brand positioning campaign
“Yeh Hai Rishton Ka Time”.
• After spending four years with the emotional proposition of
Happiness Home
‘Khushiyon ki Home Delivery’
• Domino’s Pizza endeavours to deepen the engagement
with consumers, through its new brand positioning that
focuses on relationships and bonding.
PRODUCT MIX
Product Width
Veg Food
Product line
length
Veg pizza 1
• Margarita
• Cheese tomato
Veg pizza 1
>double cheese
margherita
>fresh veggie
>country special
>farm house
Veg pizza 2
>peppy paneer
>mexican green
wave
>deluxe veggie
>gourmet
Feast Pizza
>Veg Extravaganza
Non Veg Food
Simply non veg
• Cheese and
barbeque
chicken
Non Veg 1
• Barbeque
chicken
• Spicy chicken
Non veg 2
• Chicken
mexicana
• Keema do
pyaaza
• Chicken golden
delight
Feast Pizza
• Meatzaa
• Non veg
extravaganza
• Cheese and
pepperoni
Side order
Beverages
Pasta
Coke
Garlic bread
Fanta
Choco lava
cake
Pepsi
Cheese dip
Chicken
wings
Chicken
kickers
CONCLUSION
• Since Domino’s conception in 1960, they have proved to be a successful company.
The decline in the economy posed a threat for them along with people becoming
more health conscious, forcing Domino’s to lean towards healthier options. But
Domino’s has shown they are remaining competitive by expanding internationally.
• Their international sales have been a large asset to their profitability. Like any
business, they have challenges of becoming internationalized in ways such as
different preferences and menu items. With Domino’s working hard to expand more
into India and other countries, it is becoming much harder for other companies to
follow in their footsteps.
• Domino’s is trying to stay in front of their competitors, Pizza Hut, McDonalds &
Papa John’s. Domino’s continues to look promising in the future with the pizza
industry becoming more popular. And with the strong brand image that Domino’s
has built over the years, the company is pushing to remain strong in the pizza
industry.