Post on 24-Apr-2015
description
Presentation on domino’s Pizza
HISTORY
Founded in 1960 by Tom Monaghan.
Second-largest Pizza chain in the United States. about 8,500 corporate and franchised stores in 55 countries.
Domino's Pizza outlet in India opened in 1996.
Close to 274 outlets in 55 cities of India.
70 percent of its revenue comes from home delivery service & around 30 percent is over-the-counter sales.
MARKET STRATEGIS
Vision Dominos Pizza vision is to be exceptional people on a mission to be the best pizza delivery company in the world.
Objectives Introduce value add meal concept Have a toll free number to call on deliveries
GOAL Customer for life Increase no. of customers
Market share of domino’s
51% Dominos
21% pizza hut
23% mc donald
5% others
Major Player’s
STRATEGIC ANALYSIS (STP) :
SEGMENTATIONGeographic Region – dominos outlets in
different countries is a way of segmenting their market
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 pizzas have 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.
Domino’s has made delivery
services for those customers
who like to have pizzas in their
home with their families or
friends.
POSITIONINGUniqueness & Taste
MARKETING TACTICS (4P’s):
• Pizzas
• Pastas
• Breadsticks
• Cheese Dips
• Beverages
• Chocolava
1.PRODUCT
2. PLACE 3. Price
DOMINOS HAS DISTRIBUTED IN 4 PART
WESTEN REGION
SOUTN REGION
NORTH REGION
ESTERN REGION
4. PROMOTIONCUSTOMERS CAN ORDER THEIR PIZZAS BY CALLING A SINGLE COUNTRYWIDE HAPPINESS HOTLINE 1800-111-123 . IN FACT, DELIVERING IN 30 MINUTES
GIFT COUPEN Advertising Tv Ads. Newspaper
Khushiyon ki Home Delivery
SALE PROMATION
CORPORATE DISCOUNT
PERSONAL SELLING
swotSTRENGTH • MORE OUTLETS- EVEN IN SMALLER TOWNS• LESS THAN 30 MINUTES HOME DELIVERY• QUICK SERVICE AT OUTLETS• CUSTOMER SATISFACTION• EXCELLENT OFFERS• GOOD PROMOTIONSOPPORTUNITY Growing fast food
market- scope for expansion
Introduce more varieties
Bigger outlets
WEAKNESSLACK OF VARIETY
OUTLETS LACK SPACE
NO OPTIONS FOR BIRTHDAY PARTIES AND CORPORATE LUNCHES
THREAT Emergence of pizza hut-
world’s #pizza market Better quality and variety
of competitors No take away counters
for pizzas
GOAL -
CUSTOMER FOR LIFE•L….LISTEN
•E….EMPATHIZE
•A…APOLOGIZE
• D…DO WHAT THE CUSTOMER NEED
•S…STAND BY YOUR PROMISE
Implementation Plans Introduce new
options to menu. Create more outlets
and locations. Advertising through
newspaper, television and internet of the new options
Create new helpline for customers to order the food.
Presented by – Yogesh Tanwar