Post on 27-Oct-2014
description
Service Marketing Project
Group 6Samir ParikhSanam Seth
Saurabh AryaShalaka KaprekarShubham Bhakarh
HistoryIn 1960, Tom Monaghan, along with his brother James, bought “DomiNick’s” Pizza in Ypsilanti, Michigan, for $500, which he borrowed and with a down payment of $75.
The next year, Tom traded his brother a Volkswagen Beetle for his half of the company share.
As sole owner of the company, Monaghan renamed the business Domino's Pizza, Inc. in 1965.
In 1967, the first Domino's Pizza franchise store opened in Ypsilanti.
Bankruptcy would have been easier but it wasn’t in my vocabulary.
-Tom Monaghan, Founder of Domino’s
Conti…On May 12, 1983, Domino's opened its first international store, in Winnipeg, Canada.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.
Domino’sHeadquar
ter
Franchise ChainDomino’s Pizza Inc.(the brand owner)
Domino’s UK & IRL Plc.
Domino’s Pizza Group Ltd(master franchise)
Domino's Pizza Enterprises
AustraliaSouth KoreaNew ZealandFranceBelgiumNetherlandsPrincipality of Monaco
Jubilant Food Works Ltd (Previously
Domino’s Pizza India Ltd)
IndiaNepalSri LankaBangladesh
Domino’s in India
Prior to Sep 24, 2009, the company was known as Domino’s Pizza India Limited
Jubilant Food Works Limited holds the Master Franchisee Rights thereafter
First store in India in January 1996, at New Delhi
30th Sep, 2011
VISION
Exceptional people on a mission, to be the best pizza delivery company in the world
GOAL
Customer for life
Increase the number of customers
Mission
Khushiyon KiHome
Delivery
Market share of domino’s
• 51% Dominos
• 21% pizza hut
• 23% mc donald
• 5% others
MAJOR PLAYERS
7 P’s of Domino’s
PRODUCT
Domino’s also takes pride on the innovation of many new products and ideas. Some of these are as follows:
Pizzas Pastas Breadsticks Cheese Dips Beverages Chocolava
PRICE
• General perception prevails that pizza prices are expensive and cannot be afforded by many.
• 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. 400/-
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, SMS 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
PROMOTION
• Pizza order discount: Domino’s offers its customers a number of discount and other promotions on purchasing Domino’s pizza.
• A customer walked out of a Florida Domino’s store with a $10,000 cheque for having bought the Gotham City Pizza and the promotion was called The Dark Knight Deal.
• The Dark Knight Deal also allows the customers to win Xbox 360 and other gaming consoles.
• 444 deal• Dominos also allows its customers to play games by the
time their food arrives. • Dominos started providing coke/fanta/sprite.
• Dominos started pizzas mania which start from Rs 35 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.
• Suggesting selling at a discounted price
• New schemes at regular interval of time according to the taste of the INDIAN customer
Sales from apps are approaching $140 million per year, or about 5 percent of Domino’s top line
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
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'.
PHYSICAL EVIDENCE
•Logo •Sample parking space. •Good infrastructure. •Use of modern technology equipments. •Clean and friendly services.
Blueprint And GAPS Model
Physical Evidence
Dominos Pizza Logo
CustomerAction
Enter the Restaurant
Customer placesThe order
Front stageCustomerAction
Greeted byAttendant at the counter
Menu Card,Discount deals
Attendant takes The order details And customer information
Back stageCustomerAction
Customer details stored in the computer systemAnd order placed for the pizza
Support Actions
Takes the order, prepares the pizza,Packages the pizza
Places it at counter to the attendant
Provides customer with payment details and token no.
Customer makes payment and waits for turn
Seating arrangements
Delivers pizza to customer as per token number and preference
Customer takes pizza and eats it or takeaway
Pizza package, aroma and warmth
The Service Blueprint
Line of interaction
Line of visibility
Line of internal interaction
Slow/ inefficient Service
Expected Delivery Time/ Expected toppings on Pizza
CUSTOMER
COMPANY
CustomerGap
Gap 1
Gap 2
Gap 3
Lowers customer expectation with taxes/ conditionsGap 4
Conditional discount offers
Delivery by frontline employees to customers
Lack of satisfaction with delivery of pizza, order or billing
GAPS Model
Seven Service Quality Gaps
Switch to competitors,
1. Knowledge Gap
2. Standards Gap
3. Delivery Gap
5. Perceptions Gap
7. Service Gap
Taste, price, time expectations
6. Interpretation Gap
4. Internal Communications Gap
MANAGEMENT
CUSTOMER
4.
Unaware about ingredients
Misconceptions, lack of suggestions
Mismanaged queue system, delivery lagging
Undertrained attenders, order takers
Exclusion of mention of additional cost in case of offers
Unempathetic behavior, unavailable on phone
RATER’S MODEL
Switch to CompetitionDissatisfaction
Failure in oven equipments
Late food preparation
Absence of pizza baker and other personnels
Incomplete information on deals
Underequipped branch
Delayed order taking, Delay in entering or registering data in the system
Facilities, Equipment
Lack of sufficientService personnels To meet the customer needs
Customers above capacity
Front stage Personnel
Procedure
Materials, Supplies
BackstagePersonnel
Information
Customers
Other Causes
Electricity Failure
Unavailable toppings, base
Fishbone Diagram
Reliability
The order was
delivered in the time
limit promised.
1 2 3 4 5 6 7
The pizza was hot and fresh. 1 2 3
4 5 6 7
The bill is free of errors.
1 2 3 4 5 6 7
4. Late delivery was compensated. 1 2 3 4 5 6
7
Assurance
New discounts schemes were told before the
order was placed.
1 2 3 4 5 6 7
The delivery boy had change.
1 2 3 4 5 6 7
The order was placed with out
fumbling around. 1 2 3
4 5 6 7 The delivery boy was polite 1 2 3 4 5 6 7
The employees were aware of the menu they had 12 3 45 6 7
Tangiability
The restaurant was clean
and hygienic 1 2 3 4 5
6 7
The order was not
damaged on delivery
1 2 3 4 5 6 7
The perfect delivery of the order
was made. 1 2 3 4 5
6 7
The food was still hot on delivery.
1 2 3 4 5 6 7
The bill is provided
after every order.
1 2 3 4 5 6 7
Empathy
The order was placed
easily without any
communication problems.
1 2 3 4 5 6 7
The call is greeted
politely 1 2 3 4 5 6 7
The telephone operator is courteous.
1 2 3 4 5 6 7
The staff was helpful in handeling
complaints 1 2 3 4 5 6
7
Reassurance
The complaints were handled and solved in
time .1 2 3 4 5 6
7
The order was delivered
within the time limit
1 2 3 4 5 6 7
The order progress was shown online. 1 2 3 4 5 6
7
The order is delivered
before time 1 2 3 4 5 6 7
The line is available to
place the order 1 2 3 45 6 7
Domino’s CRM
Objectives of CRM• Improving customer experience• Increase customer satisfaction to
100%• Maximum respect for the customer• To gain highest possible customer
loyalty• To try to retain 100% customers• Innovate ways that matter to the
customers as well as the team members.
CRM Strategies• Discount Coupons/Menu
delivery• Clearly defined and
communicated service delivery standards
• New online order concept• 30 min or free guarantee• Frequent reminders
Contd…• Empowering the customer so
that he/she could create his/her own product
• Well targeted advertisements and promotions
• Good database management• Feedbacks/Queries/
Complaints• Impressive menu with
different price ranges.
Demand and Capacity• Well designed service
blueprint, fast processing• Scattered store locations over
the city help them to match demand
• Numerous stores(500) and riders, quick preparation
• Festive days and game days – High Demand
• At the time of placing order, they mention possible delay
SERVICE GUARANTEES
30 MINUTES DELIVERY SERVICE GUARANTEE
•The very popular 30 minute service guarantee of Domino’s
• Started in 1973• Price paid for this
guarantee• The guarantee
was dropped in 1993
• However, in India this guarantee continued.
• Marketing move : “All the rush is within our store and never on the road”
Domino's HeatWave Hot Bag
• Domino’s HeatWave hot bags were introduced in 1998 to keep pizzas oven-hot during normal delivery.
• Domino’s has continued to innovate and evolve the technology
SERVICE RECOVERY STRATEGY
• Service recovery is the action initiated by the service provider in response to a service failure.
• Service failure in Domino’s• Feedback form• During the ETP, employees are trained how to act in
situations of service failures to recover the customer and not affect the brand name.
SERVICE RECOVERY STRATEGY
Conclusion
• Meets the need of a systematic and well defined service, covering majority of the factors.
• Try to focus on tangible (place) aspect; though main focus on home delivery.
• Promotions widespread- reaching out offers to all the public.
• Location reach out is widespread.• Health conscious people- make use of calorie-controlled
ingredients and introduce a little healthier version of pizzas, due to the shift.
• Appealing brand positioning-▫ Think global and actlocal▫ Khushiyon ki Home Delivery´▫ Hungry kya?