CONSUTOMER SATISFACTION OF DOMINOS

DECLARATION
I hereby declare that the project work entitled CUSTOMER
SATISFACTION OF DOMINOS submitted to GURU GOBIND SINGH
INDR!RS"H UNI#$RSI"%& N$' D$(HI& is a record o) an ori*inal
work done by me under the *uidance o) +RS, SNG$$"& -aculty +ember&
(ING%.S ((I" D$#I INS"I"U"$ O- +NG$+$N" ND
S/I$N/$S& +NDI ROD& N$' D$(HI0112234 and this project work has
not per)ormed the basis )or the award o) any De*ree to the best o) my
knowled*e,
NEHA SINGHAL] 14619201712]
SIGNATURE OF STUDENT]
Neha Singhal
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CONSUTOMER SATISFACTION OF DOMINOS
CERTIFICATE
/erti)ied that this project report CUSTOMER SATISFACTON OF
DOMINOS is the bona)ide work o) 5N$H SINGH( who and has carried
out the project work under the super6ision o) +rs, SNG$$",

SIGNATURE SIGNATURE
+r, !RN# +ISHR +rs, SNG$$"

HEAD OF THE DEPARTMENT Project Incharge
BB Department BB Department
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CONSUTOMER SATISFACTION OF DOMINOS
ACKNOWLEDGEMENT
I take this opportunity to e8press a deep sense o) *ratitude to
+rs, SNG$$" 9the Guide o) the project )or *uidin*: )or his;her cordial
support& 6aluable in)ormation and *uidance& which helped me in completin*
this task throu*h 6arious sta*es,
I e8press my thanks to the HOD +r, !RN# +ISHR o) BB Department
)or his support in completin* the project,
I would also like to e8press my *ratitude towards my parents and people who
ha6e willin*ly helped me out with their abilities in completion o) this project,

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TABLE OF CONTENT

CHAPTER
NO.
TITLE PAGE NO.
1 Declaration
7 /erti)icate
< cknowled*ement
3 $8ecuti6e Summery
= Introduction
/onsumer Satis)action
> /ompany.s !ro)ile
4 Sale o) /ompany
? d6ertisin* and Sponsorship
@ <2 +inutes Guarantee
12 -our !.s in Domino.s !iAAa
9i: !roduct +i8
9ii: !rice +i8
9iii: !lace +i8
9i6: !romotion +i8
11 Relation o) +c Binsey 4s +odel
12 Co!e"i"o#$ In%o#a"ion
&i' Pa!a (ohn$ Pi))a
&ii' Ni#*la$
&iii' Pi))a +*"
&i,' -FC
&,' M. Donal/$
10 O12e."i,e o% "he S"*/3
14 Re$ea#.h Me"ho/olog3
14 Sa!ling
16 Re$*l" an/ Anal3$i$
17 Re.oen/a"ion an/ Con.l*$ion$
15 6i1liog#a!h3
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EXECUTIVE SUMMERY
"he research project deals with DO+INOS, "he research project addresses the
issues and )acts that are critical to success o) chain o) Dominos in India, "he
project has also looked o6er the main challen*es, lon* with this& the project
has also co6ered mana*ement skills& ser6ices pro6ided and trends C
opportunities, "he report also discusses about the competitors o) the Dominos
in India, It also co6ers 6arious promotional techniDues adopted by Dominos in
order to attract customers, It also shows its comparison with its competitors,
"here is an intense competition amon* these players which makes them come
out with 6arious o))ers time to time, Sur6eys were also conducted with
customers durin* this project which *a6e insi*hts about these outlets and the
)actors that are moti6atin* them to 6isit Dominos, "he result o) these sur6eys
*i6es 6ery interestin* )acts, -inally& the report also co6ers stren*th and
weaknesses alon* with opportunities and threats in6ol6ed )or Dominos in
Indian market, "his study is primarily intended to o6ersee and e6aluate the
customer satis)action le6el o) Dominos as a brand o) new *eneration )ood item
6iA, 5!iAAaE in Delhi, "he people o) this city ha6e been known )or their taste
)or )oods, 5-ood is the nucleus o) all acti6ities in mda6ad and mda6adis eat
and ser6e to their hearts contentE, /ulture and cuisine are two hi*hli*hts o) the
city o) Delhi, "he objecti6e o) our project is to e8plore the marketin*
techniDues adopted by Dominos in India, nd to know the recent trends in the
market with respect to promotion o) Dominos and the opportunities and
challen*es in India and the analysis on the basis o) Sur6ey /onducted with the
customers which attracts them to 6isit Dominos,
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"he "ype o) Research used is e8plorati6e research desi*n and the Research
pproach is done throu*h sur6ey and the research Instrument used in
Fuestionnaire,
Dominos is a complete )amily Restaurant, !eople are hi*hly satis)ied with the
ser6ices and Duality o) the )ood ser6ed at Dominos, !eople *i6e o6erall 4;12
marks to Dominos, !eople o) hmadabad like to *o outside )or eatin* at least
once in a week and on an a6era*e 6isits Dominos in a month, +ost o) the
people 6isitin* Dominos are between 1@ to 7= years o) a*e, !eople )eel that
prices o) Dominos are hi*h,
INTRODUCTION
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Consumer Satisfaction
/ustomer satis)action& a term )reDuently used in marketin*& is
a measure o) how products and ser6ices supplied by a
company meet or surpass customer e8pectation, , /ustomer
satis)action is de)ined as Gthe number o) customers& or percenta*e o) total
customers& whose reported e8perience with a )irm& its products& or its ser6ices
9ratin*s: e8ceeds speci)ied satis)action *oals,G
It is seen as a key per)ormance indicator within business and is part o) the )our
o) a Balanced Scorecard, In a competiti6e marketplace where businesses
compete )or customers& customer satis)action is seen as a key di))erentiator and
increasin*ly has become a key element o) business strate*y,
'ithin or*aniAations& customer satis)action ratin*s can ha6e power)ul e))ects,
"hey )ocus employees on the importance o) )ul)illin* customers. e8pectations,
-urthermore& when these ratin*s dip& they warn o) problems that can a))ect
sales and pro)itability, "hese metrics Duanti)y an important dynamic, 'hen a
brand has loyal customers& it *ains positi6e word0o)0mouth marketin*& which is
both )ree and hi*hly e))ecti6e, "here)ore& it is essential )or businesses to
e))ecti6ely mana*e customer satis)action, "o be able do this& )irms need
reliable and reprehensi6e measures o) satis)action,
In researchin* satis)action& )irms *enerally ask customers whether their
product or ser6ice has met or e8ceeded e8pectations, "hus& e8pectations are a
key )actor behind satis)action, 'hen customers ha6e hi*h e8pectations and the
reality )alls short& they will be disappointed and will likely rate their e8perience
as less than satis)yin*, -or this reason& a lu8ury resort& )or e8ample& mi*ht
recei6e a lower satis)action ratin* than a bud*et motelHe6en thou*h its
)acilities and ser6ice would be deemed superior in 5absoluteE terms,
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"he importance o) customer satis)action diminishes when a )irm has increased
bar*ainin* power, -or e8ample& cell phone plan pro6iders& such as "C" and
#eriAon& participate in an industry that is an oli*opoly& where only a )ew
suppliers o) a certain product or ser6ice e8ist, s such& many cell phone plan
contracts ha6e a lot o) )ine print with pro6isions that they would ne6er *et
away i) there were& say& a hundred cell phone plan pro6iders& because customer
satis)action would be way too low& and customers would easily ha6e the option
o) lea6in* )or a better contract o))er, "here is a substantial body o) empirical
literature that establishes the bene)its o) customer satis)action )or )irms,
COMPANYS PROFILE
DominoIs !iAAa is an international piAAa deli6ery corporation headDuartered in
nn rbor& +ichi*an& United States, -ounded in 1@>2& DominoIs is the
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second0lar*est piAAa chain in the United States and has nearly @&222 corporate
and )ranchised stores in >2 international markets and all =2 U,S, states,
DominoIs !iAAa was sold to Bain /apital in 1@@? and went public in 7223, "he
menu )eatures piAAa& pasta& o6en0baked sandwiches& win*s& boneless chicken&
salads& breadsticks& cheese sticks& and a 6ariety o) dessert items,
Company Background-
In 1@>2& "om +ona*han and his brother& James& purchased Domi NickIs& a
small piAAa store in %psilanti& +ichi*an, "he deal was secured by a USK4=
down payment and the brothers borrowed K=22 to pay )or the store, $i*ht
months later& James traded his hal) o) the business to "om )or a used
#olkswa*en Beetle, s sole owner o) the company& "om +ona*han renamed
the business DominoIs !iAAa& Inc, in 1@>=, In 1@>4& the )irst DominoIs !iAAa
)ranchise store opened in %psilanti, "he company lo*o was ori*inally planned
to add a new dot with the addition o) e6ery new store& but this idea Duickly
)aded as DominoIs e8perienced rapid *rowth, By 1@4?& the )ranchise opened its
722th store,
In 1@4=& DominoIs )aced a lawsuit by mstar /orporation& maker o) Domino
Su*ar& alle*in* trademark in)rin*ement and un)air competition, On +ay 7&
1@?2& a )ederal appeals court )ound in )a6or o) DominoIs !iAAa,

International Expansion:
On +ay 17& 1@?<& DominoIs opened it s )irst international store& in 'innipe*&
+anitoba& /anada, "he same year& DominoIs opened its 1&222th store o6erall&
and by 1@@=& DominoIs had 1&222 international locations, In 1@@4& DominoIs
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opened its 1&=22th international location& openin* se6en stores in one day
across )i6e continents,
Sale of Company:
In 1@@?& a)ter <? years o) ownership& DominoIs !iAAa )ounder "om +ona*han
announced his retirement and sold @< percent o) the company to Bain /apital&
Inc, )or about K1 billion and ceased bein* in6ol6ed in day0to0day operations o)
the company, year later& the company named Da6id , Brandon /hairman
and /hie) $8ecuti6e O))icer,
Current Scenario-
In 7223& a)ter 33 years as a pri6ately held company& an employee o) DominoIs
!iAAa ran* the openin* bell at the New %ork Stock $8chan*e and the company
be*an tradin* common stock on the N%S$ under the ticker symbol GD!LG,
Industry trade publication !iAAa "oday ma*aAine named DominoIs !iAAa
G/hain o) the %earG in 722< and
did so a*ain in 7212,In a
simultaneous celebration in 722>&
DominoIs opened its =&222th U,S,
store in Huntley& Illinois& and its
<&222th international store in
!anama /ity& makin* ?&222 total
stores )or the system, lso that
year& the DominoIs !iAAa store in
!anama /ity& makin* ?&222 total
stores )or the system, lso that year& the DominoIs !iAAa store in "alla*ht&
Dublin& Ireland& became the )irst in DominoIs history to hit a turno6er o) K<
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CONSUTOMER SATISFACTION OF DOMINOS
million per year, s o) September 722>& it has ?&7<? stores which totalled
USK1,3 billion in *ross income,
In 7224& DominoIs introduced its #eterans and Deli6erin* the Dream
)ranchisin* pro*rams and also rolled out its online and mobile orderin* sites,
In 722@& DominoIs introduced the !iAAa "racker& an online application that
allows customers to 6iew the status o) their order in a simulated Greal timeG
pro*ress bar, In addition& the )irst DominoIs with a dinin* room opened in
Stephen6ille& "e8as& *i6in* the customers the option to either eat in or take
their piAAa home, Since 722=& the 6oice o) DominoIs !iAAaIs national phone
orderin* ser6ice 1 0?220DO+INOS has been Be6in Railsback,
In a 722@ sur6ey o) consumer taste pre)erences amon* national chains by
Brand Beys& DominoIs was last tied with /huck $, /heeseIs, In December that
year& DominoIs announced plans to entirely rein6ent its piAAa, It be*an a sel)0
)lo**in* ad campai*n in which consumers were )ilmed criticiAin* the piAAaIs
Duality and che)s were shown de6elopin* the new product,
"he new piAAa was introduced that same month& and the )ollowin* year&
DominoIs =2th anni6ersary& the company acDuired J, !atrick Doyle as its new
/$O e8perienced a historic 13,<M Duarterly *ain, 'hile admitted not to
endure& the success was described by Doyle as one o) the lar*est Duarterly
same0store sales jumps e6er recorded by a major )ast0)ood chain,
Products Range-
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"he current DominoIs menu )eatures a 6ariety o) Italian0merican entrees and
sides, !iAAa is the primary )ocus& with traditional& specialty and custom piAAas
a6ailable in a 6ariety o) crust
styles and toppin*s, dditional
entrees include pasta bread
bowls and o6en0baked
sandwiches, "he menu o))ers
chicken side dishes&
breadsticks and salads& as well
as be6era*es and desserts,
-rom its )oundin* until the early 1@@2s& the menu at DominoIs !iAAa was kept
simple relati6e to other )ast )ood restaurants& to ensure e))iciency o) deli6er y,
Historically& DominoIs menu consisted solely o) one piAAa in two siAes 9170
inch and 1>0 inch:& 11 toppin*s& and /oke as the only so)t drink opt ion,
"he )irst menu e8pansion occurred in 1@?@& with the debut o) DominoIs deep
dish& or pan piAAa, Its introduction )ollowed market research showin* that 32M
o) merican piAAa customers pre)erred thick crusts, "he new product launch
cost appro8imately K7= million& o) which K1= million was spent on new sheet
metal pans with per)orated bottoms, DominoIs started testin* e8tra0lar*e siAe
piAAas in early 1@@<& startin* with the <20slice& yard0lon* G"he DominatorG,
DominoIs tapped into a market trend toward bite0siAe )oods with spicy Bu))alo
/hicken Bickers& as an alternati6e to Bu))alo win*s& in u*ust 7227, "he
breaded& baked& white0meat )illets& similar to chicken tenders& are packa*ed in
a custom0desi*ned bo8 with two types o) sauce to Gheat upG and Gcool downG
the chicken,
In u*ust 722<& DominoIs announced its )irst new piAAa since January 7222&
the !hilly /heese Steak !iAAa, "he product launch also marked the be*innin*
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o) a partnership with the National /attlemenIs Bee) ssociation& whose bee)
/heck0O)) lo*o appeared in related ad6ertisin*, DominoIs continued its mo6e
toward specialty piAAas in 722>& with the introduction o) its GBrooklyn Style
!iAAaG& )eaturin* a thinner crust& cornmeal baked in to add crispness& and lar*er
slices that could be )olded in the style o) traditional New %ork Nstyle piAAa,
In 722?& DominoIs once a*ain branched out into non0piAAa )are& o))erin* o6en0
baked sandwiches in )our styles& intended to compete with SubwayIs toasted
submarine sandwiches,
$arly marketin* )or the sandwiches made 6aried re)erences to its competition&
such as o))erin* )ree sandwiches to customers named GJared&G a re)erence to
SubwayIs spokesman o) the same name,
"he company introduced its merican (e*ends line o) specialty piAAas in
722@& )eaturin* 32M more cheese than the companyIs re*ular piAAas& alon*
with a *reater 6ariety o) toppin*s, "hat same year& DominoIs be*an sellin* its
Bread Bowl !asta entree& a li*htly seasoned bread bowl baked with pasta
inside& and (a6a /runch /ake dessert& composed o) a crunchy chocolate shell
)illed with war m )ud*e, DominoIs promoted the item by )lyin* in 1&222 cakes
to deli6er at Ho))stadt Blu))s #isitor /entre near +ount St Helens, In 7212& the
company chan*ed its piAAa recipe G)rom the crust upG& makin* si*ni)icant
chan*es in the dou*h& sauce and cheese used in their piAAas, "heir ad6ertisin*
campai*n admitted to earlier problems with the public perception o) DominoIs
product due to issues o) taste,
DominoIs mana*ement is led by J, !atrick Doyle& /$O )rom +arch 7212&
)ormerly and president o) DominoIs US, !re6ious chie) e8ecuti6e Da6id
Brandon& made athletic director o) the
Uni6ersity o) +ichi*an in January 7212& remains chair man, mon* 11
e8ecuti6e 6ice presidents are +ichael (awton& /-OO si Sheikh& "eam USO
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Scott Hinshaw& -ranchise Operations and De6elopmentO and Benneth Rollin&
General /ounsel, DominoIs operations are o6erseen by a board o) directors led
by Brandon, Other members o) the board are ndrew Balson& Diana /antor&
+ark Nunnelly& Robert Rosenber* and Bud Hamilton,
Charitable activities
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CONSUTOMER SATISFACTION OF DOMINOS
In 7221& DominoIs launched a two0year national partnership with the +ake00
'ish -oundation o) merica, "hat same year& the company stores in New
%ork /ity and 'ashin*ton D,/, pro6ided more than 17&222 piAAas to relie)
workers )ollowin* the September 11 attacks on the 'orld "rade /entre and
"he !enta*on, "hrou*h a matchin* )unds pro*ram& the corporation donated
K<=2&222 to the merican Red /rossI disaster relie) e))ort, In 7223& DominoIs
be*an its current partnership with St, Jude /hildrenIs Research Hospital&
participatin* in the hospitalIs G"hanks and *i6in*G campai*n since it be*an in
7223& raisin* more than K1,< million in 722>,
Advertising and sponsorship
In the 1@?2s& DominoIs !iAAa was well known )or its ad6ertisements )eaturin*
"he Noid, "hat concept was created
by Group 73< Inc, who then hired
'ill #inton Studios to produce the
tele6ision commercials that they
created, "he catch phrase
associated with the commercials
was G the Noid,G Due to a *litch
on the DominoIs website& the
company *a6e away nearly 11&222 )ree medium piAAas in +arch 722@, "he
company had planned the campai*n )or December 722? but dropped the idea
and ne6er promoted it, "he code was ne6er deacti6ated thou*h and resulted in
the )ree *i6eaway o) the piAAas across the United States a)ter someone
disco6ered the promotion on the website by typin* in the word GbailoutG as the
promotion code and then shared it with others on the Internet, DominoIs
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deacti6ated the code on the mornin* o) "uesday& +arch <1& 722@ and promised
to reimburse store owners )or the piAAas,
DominoIs sponsored /R"Is Dou* Shierson Racin*& which was dri6en by
rie (uyendyk& and the team won the 1@@2 Indianapolis =22, In 722<&
DominoIs teamed up with NS/R )or a multi0year partnership to become the
GO))icial !iAAa o) NS/R,GDominoIs also sponsored +ichael 'altrip
Racin* and dri6er Da6id Reutimann durin* the 7224 season in the NS/R
Sprint /up Series,
30-minute guarantee Service
Startin* in 1@4<& DominoIs !iAAa had a *uarantee that customers would recei6e
their piAAas within <2 minutes o) placin* an order& or they would recei6e the
piAAas )ree, "he *uarantee was reduced to K< o)) in the mid 1@?2s, In 1@@7& the
company settled a lawsuit brou*ht by the )amily o) an Indian woman who had
been killed by a DominoIs deli6ery dri6er& payin* the )amily K7,? million, In
1@@<& DominoIs settled another lawsuit& this one brou*ht by a woman who was
injured when a DominoIs deli6ery dri6er ran a red li*ht and collided with her
6ehicle, "he woman was paid nearly K?2 million, "he *uarantee was dropped
that same year because o) the Gpublic perception o) reckless dri6in* and
irresponsibilityG& accordin* to +ona*han, December 7224& DominoIs
introduced a new slo*an& G%ou Got <2 +inutesG& alludin* to the earlier pled*e
but stoppin* short o) promisin* deli6ery in a hal) hour, <2 minutes *uarantee
)or hot and delicious piAAa or )ree,
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Four P`s in Domino`s Pizza India Limited
1. Product Mix-
s e8plained earlier !roduct mi8 deals with the dimensions o) product
line& Duality and desi*n o) the product& its packa*in*& brand name& product
ran*e& etc,
In this section we will study the product mi8 o) Dominos !roduct line o)
Dominos includes the products o))ered )or sale& i,e, the ran*e o) )ood
products o))ered to the customers,
"he product breadth or number o) products o))ered by Dominos can be
classi)ied asP
#e*etarian products
Non 6e*etarian products
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Be6era*es
Deserts
#e*etarian !roductsP
o #e*, /heese !iAAa
o #e*, Onion !iAAa
o -east !iAAa
Non0#e*etarian !roductsP
o Simply /hicken !iAAa
o Non0#e*, I
o Non0#e*, II
Be6era*esP
o /old /o))ee
o Hot ser6es
o So)t drinks
o Shakes
DessertsP
o So)t ser6e cone
o /hoco la6a cake
ll this shows the wide product ran*e o) Dominos, Besides that the Duality o)
Dominos accordin* to the sur6ey and *eneral )indin*s& is consistent throu*hout
the li)e o) the product,
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"hatIs how Domino.s plan their product ran*e, -ood Duality is key at Dominos,
"hat.s why they take pride in the )oods they ser6e and your )amily, 'e seek
out )resh lettuce and tomatoes& Duality buns and potatoes& select poultry and
)ish and wholesome dairy products, Despite e8tensi6e and meticulous Duality
tests at the supplier end& all products are once a*ain care)ully scrutiniAed
at the restaurant, Our immaculate standards o) Duality allow )or nothin* but the
best to reach your tray,
Cold Chain: "he term /old /hain describes the network )or the
procurement& warehousin*& transportation and retailin* o) )ood products
under controlled temperatures,
Trikaya Agriculture - Supplier of Iceberg Lettuce:
Implementation o) ad6anced a*ricultural practices has enabled "rikaya to
success)ully *row specialty crops like iceber* lettuce& special herbs and
many oriental 6e*etables, specialiAed nursery with a team o) a*ricultural
e8perts,
Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and
Vegetable range of products:
joint 6enture with OSI Industries Inc,& US& and Dominos India !6t, (td,
#ista !rocessed -oods !6t, (td, produces a ran*e o) )roAen chicken and
6e*etable )oods0 separate processin* line )or chicken and 6e*etable )oods,
Dynamix Diary - Supplier of Cheese:
Dynami8 has brou*ht immense bene)its to )armers in Baramati& +aharashtra
by settin* up a network o) milk collection centers eDuipped with bulk
coolers, $asy accessibility has enabled )armers au*ment their income by
)indin* a new market )or surplus milk
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Product strategies:
In order to achie6e the desired rate o) pro)its and *rowth& a )irm has to
continuously adjust its products and product mi8 to the chan*in* needs and
tar*ets o) the market, "his matchin* o) products to the reDuirements o)
competition and buyers is known as product strate*y,
Some o) the important product strate*ies& which )irms adopt& are as )ollowsP
1: Limited Line Strategy: "his re)ers to the o))erin* o) one product or a
small number o) products to cater speci)ic market, "he main bene)it o)
this strate*y is low cost o) operations, Howe6er& it cannot meet the
reDuirements o) di))erent types o) customers in di))erent markets,
7: Full Line Strategy: "his Ids also known as broad line strate*y& it
implies the o))erin* o) a lar*e number o) products to meet the
reDuirements o) di))erent customers in di))erent markets,
<: Trading up and trading down: "hese are alternate or opposite
strate*ies )or e8pandin* the product mi8, "radin* up implies addition o)
some hi*her priced products to the e8istin* product line o) lowered
priced products )or impro6in* the sales o) old products, "radin* down
re)ers to the addition o) lower0priced products to the e8istin*
hi*her priced product to boost total sales,
2. Price Mix-
!rice is the key element o) marketin* mi8 because it relates directly to the
*eneration o) total re6enue, "he term pricin* policy re)ers to a systematic
approach to pricin* o) di))erent products in di))erent markets to e6ol6e an
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CONSUTOMER SATISFACTION OF DOMINOS
appropriate pattern o) prices in the lon* run, It is the plan de)inin* the
initial pr ice ran*e and the planned price mo6ements throu*h time that the
)irm will use to achie6e its marketin* objecti6es, !ricin* policy includes
not only the determination o) base prices but also the terms and conditions o)
sale,
Company pricing policies:"he price must be consistent with company
pricin* policies, +any companies set up a pricin* department to de6elop
policies and establish or appro6e decisions, "he aim is toensure that the
salespeople Duote prices that are reasonable to customers and pro)itable to the
company,
Now0a0days& most companies )ollow buyer based pricin*, "hey are basin*
their prices on the !roduct.s percei6ed 6alue, "hey see buyers perception o)
6alue& not the seller.s cost& as the key to pricin*, "he company usin*
percei6ed06alue pricin* must establish the 6alue in the buyers. mind
concernin* di))erent competiti6e o))ers,
Dominos be*an with skimmin* prices& i,e, settin* a 6ery hi*h price )or a new
product initially and to reduce the price *radually as competitors enter the
market, "he initial hi*h price ser6es to skim the cream o) the market& that is&
relati6ely insensiti6e to price, "his approach to pricin* is& in e))ect& an
e8perimental search )or the ri*ht price and it may result in a market0
determined price, "his method starts with a hi*h price and mo6es the price
downward by steps until the ri*ht price is reached, Initially Dominos char*ed
hi*h price than what is bein* char*ed now, But now it introduces new
schemes )or 6alue o) money,
3. Place Mix (Distribution)-
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"his element o) marketin* mi8 in6ol6es a choice o) the place where the
products are to be displayed and made a6ailable to the customers, It is
concerned with decisions relatin* to the wholesale and retail outlets or
channels o) distribution, "he objecti6e o) selectin* and mana*in* trade
channels is to pro6ide the products to the ri*ht customer at the ri*ht time and
place on a continuin* basis,
Dominos distribution centers are wide& located in e6ery area o) India, Dominos
has Dine0in restaurant& Dri6e0"hru, Dominos has 177 restaurants in India o)
which 47 are in north C east India and =2 in west C south IndiaP0
o 72 restaurants in North & East India:
<7 in Delhi
72 in Uttar !radesh 0 Noida 93:& GhaAiabad 93:& +athura 91:
9Hi*hway and Dri6e "hru:
Banpur 97:& +eerut 91:& (ucknow 93:& *ra 91:& llahabad 91:&
#aranasi 97:
12 in Haryana 0 -aridabad 9<:& +anesar 91: 9Hi*hway and
Dri6e 0 "hru:& Gur*aon 93:
Barnal 91: 9Hi*hway and Dri6e 0 "hru:& !anipat 91:
= in !unjab 0 /handi*arh 91:& (udhiana 91:& Doraha 91:
9Hi*hway and Dri6e 0 "hru:
Jalandhar 91:& !atarsi 91: 9Hi*hway and Dri6e 0 "hru:
7 in Rajasthan 0 Jaipur 97:
1 in Uttaranchal 0 Dehradun 91:
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o 50 in west and south India:
<2 in +aharashtra 0 +umbai 977:& !une 94:& Nasik 91:
4 in Gujarat 0 hmedabad 93:& #adodara 97:& Surat 91:
> in Barnataka 0 Ban*alore9>:
3 in ndhra !radesh 0 Hyderabad 93:
< in +adhya !radesh 0 Indore 9<:
-or the Bi* +ac& the current calendar year will be the bi**est in terms o)
restaurant openin*s& and by year0end& 1> new restaurants would be in
place& in)orms #ikram Bakshi& +ana*in* Director& domino.s India,
"he new outlets will be a combination o) hi*hway restaurants& outlets at
railway stations& at shoppin* malls and /ineple8& besides at residential
areas with si*ni)icant )oot)alls, India recently won the tender )or settin*
up an outlet each at railway stations in +umbai and Jaipur, In Delhi&
the chain will mark its presence throu*h an outlet at the ambitious
Delhi +etro Rail /orporation project& e8pected to be operational by year0
end, nd i) all *oes accordin* to plan& another dominos outlet could
come up at DelhiIs NiAammuddin railway station,
"he )ourth Dominos hi*hway outlet on the Delhi0Jaipur hi*hway is
e8pected to be*in operatin* shortly, "he chain.s other three hi*hway
restaurants are located on the Delhi0*ra hi*hway& the Delhi0 (udhiana
hi*hway and the +umbai0!une hi*hway,
4. Promotion Mix-
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!romotion is a process o) communication with the potential buyers
in6ol6in* in)ormation& persuasion and in)luence, It includes all types o)
personal or impersonal communication with customers and intermediaries,
!romotion mi8 re)ers to the combination o) 6arious promotional tools used by
a business )irm to create& maintain and increase demand, It in6ol6es an
appropriate inte*ration o) ad6ertisin*& personal sellin*& sales promotion and
publicity,
Relation of McKinsey 7S model with
Domino`s
Let's look at each of the elements specifically in relation with Domino`s
QStrate*yP "he plan de6ised to maintain and build competiti6e ad6anta*e o6er
the competition,
Domino.s success)ully has been able to maintain the o6er the years, "hey ha6e
used the e))ecti6e strate*ies to maintain the consistency in the market )or their
sur6i6al,
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QStructureP "he way the or*aniAation is structured and who reports to whom,
Domino.s has been able to maintain the structure and the disciplinary
approach, "he all thin*s are in accordance and the customer is *i6en a special
attention and satis)action,
QSystemsP "he daily acti6ities and procedures that sta)) members en*a*e in to
*et the job done,
QShared #aluesP /alled Gsuper ordinate *oalsG when the model was )irst
de6eloped& these are the core 6alues o) the company that are e6idenced in the
corporate culture and the *eneral work ethic,
QStyleP "he style o) leadership adopted,
QSta))P "he employees and their *eneral capabilities,
SkillsP "he actual skills and competencies o) the employees workin* )or the
company,
COMPETITORS INFORMATION:
+ajor players in this )ieldP 0
1: !apa John.s !iAAa
7: Nirula.s
<: !iAAa hut
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3: B-/
=: +c Donald.s
"hese day workin* e8ecuti6es are busy a lot they don.t ha6e the spare time
to cook )ood due to their hi*h this possible income and e6er increasin*
arperalional le6els they pre)er to it out at this )ast )ood outlets 9+cDonalds&
Nirula.s& !iAAa Hut: where they )ind the match accordin* to their
asperitional le6el,
Papa 1ohn`s Pizza-
!apa JohnIs !iAAa 9NSDFP !LL: is the
third lar*est take0out and deli6ery piAAa
restaurant chain in the United States& behind
!iAAa Hut and DominoIs !iAAa, It is based in
(ouis6ille& Bentucky, !apa JohnIs slo*an is 5Better In*redients, Better !iAAa,G
Internationally& there are o6er <&<22 !apa JohnIs establishments& includin* o6er
7&>22 in the U,S, and more than =22 in o6er <2 other countries, !apa JohnIs
primarily takes carryout and deli6ery orders& althou*h some stores ha6e tables
and chairs, !apa JohnIs o))ers online orderin* throu*hout the United States&
automatically assi*nin* all re*istered customers to the closest location,
Nirula`s-
$stablished in 1@<3& Nirula.s today is a
di6ersi)ied *roup ha6in* a chain o) ele*ant
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Business hotels& 'aiter ser6ice restaurants& -amily
style restaurants& Ice /ream parlors& pastry shops and
)ood processin* plants in India, "he chain with o6er >2 outlets operatin*
in = states success)ully caters to the Indian palate o) o6er =2222 *uests e6ery
day or o6er 42 years,
"he restaurants ser6es a wide 6ariety o) multi0cuisine )oods& both
western and Indian includin* piAAas& bur*ers& chana kulcha, saag-roti and
much moreR Ice cream parlors o))er an e8tensi6e ran*e o) e8citin* and
inno6ati6e ice cream )la6ors with one new )la6or added e6ery month, Nirula.s
pastry shops are a one0stop shop )or bakery and con)ectionary items,
Pizza Hut-
!iAAa Hut is the lar*est piAAa restaurant company in the world, It has
17422 outlets in @2 countries, !iAAa Hut has an a**ressi6e e8pansion plan )or
India, It intends to ha6e 122 outlets by the end o) 7223, !iAAa Hut will
consolidate its presence in cities where it already e8ists as an endea6or to
create a major share o) these pro)itable markets )irst be)ore spreadin* to other
markets, !iAAa Hut is one o) the lar*est piAAa brands, -urther& all new outlets
in India would be )ranchisee owned resultin* )rom the smooth )unctionin*
o) the e8istin* stores which are all )ranchisee owned, Hence& the same
arran*ement will be )ollowed in the )uture to ensure *rowth0oriented
results, "he data written below represent what !iAAa Hut is all about and
*i6es a brie) pro)ile o) the company,

KFC-
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B-/ /orporation 9B-/:& )ounded and also known as Bentucky -ried /hicken&
is a chain o) )ast )ood restaurants based in (ouis6ille& Bentucky& in the United
States, B-/ has been a brand and operatin* se*ment& termed a concept o)
%umR Brands since 1@@4& when that company was spun o)) )rom !epsi/o as
"ricon Global Restaurants Inc, B-/ primarily sells chicken pieces& wraps&
salads and sandwiches, 'hile its primary )ocus is )ried chicken& B-/ also
o))ers a line o) *rilled and roasted chicken products& side dishes and desserts,
Outside the US& B-/ o))ers bee) based products such as hambur*ers or
kebabs& poutine& pork based products such as ribs and other re*ional )are,
"he company was )ounded as Bentucky -ried /hicken by /olonel Harland
Sanders in 1@=7& thou*h the idea o) B-/Is )ried chicken actually *oes back to
1@<2, lthou*h Sanders died in 1@?2& he remains an important part o) the
companyIs brandin* and ad6ertisements& and G/olonel SandersG or G"he
/olonelG is a metonym )or the company itsel), "he company adopted B-/& an
abbre6iated )orm o) its name& in 1@@1, Startin* in pril 7224& the company
be*an usin* its ori*inal name& Bentucky -ried /hicken& )or its si*na*e&
packa*in* and ad6ertisements in the U,S, as part o) a new corporate re0
brandin* pro*ramO newer and remodeled restaurants will ha6e the new lo*o
and name while older stores will continue to use the 1@?2s si*na*e,
dditionally& S%umR. continues to use the abbre6iated name )reely in its
ad6ertisin*,
Mc Donald`s-
+cDonaldIs /orporation 9N%S$P +/D: is the
worldIs lar*est chain o) hambur*er )ast )ood
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restaurants& ser6in* more than =? million customers daily, In addition to its
si*nature restaurant chain& +cDonald.s /orporation held a minority interest in
!ret +an*er until 722?& was a major in6estor in the /hipotle +e8ican Grill
until 722>& and owned the restaurant chain Boston +arket until 7224,
+cDonaldIs restaurant is operated by a )ranchisee& an a))iliate& or the
corporation itsel), "he corporationIs re6enues come )rom the rent& royalties and
)ees paid by the )ranchisees& as well as sales in company0operated restaurants,
+cDonaldIs re6enues *rew 74M o6er the three years endin* in 7224 to K77,?
billion& and @M *rowth in operatin* income to K<,@ billion,
+cDonaldIs primarily sells hambur*ers& cheesebur*ers& chicken products&
-rench )ries& break)ast items& so)t drinks& shakes& and desserts, In response to
obesity trends in 'estern nations and in the )ace o) criticism o6er the
healthiness o) its products& the company has modi)ied its menu to include
alternati6es considered healthier such as salads& wraps and )ruit,
OBJECTIVES OF THE STUDY
"o do customer 6alue analysis which includes identi)yin* the
major attributes that customers 6alue in a )ast )ood chain
restaurant& assessin* the Duality o) the di))erent attributes,
"o shed li*ht on di))erent aspects that a ser6ice based )ood chain must
)ollow in order to increase its market share and )or bein* on a
continuous *rowth stream,
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"o identi)y di))erent acti6ities that an a**ressi6e company like
Dominos )ollow in order to establish itsel) in a local market and
increasin* sales by bein* in customer.s mind and heart,
"o know the consumer perception and !re)erence about Dominos
products,
RESEARCH METHODOLOGY
Research Desig
"he controllin* plan )or a marketin* research study in which the methods and
procedures )or collectin* and analyAin* the in)ormation is to be collected
is known as Research Desi*n or a )ramework or plan )or a study that
*uides the collection and analysis o) the data,
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RESEARCH METHOD! DATA
SOURCES
Descriptive Research-
research desi*n in which the major emphasis is on determinin* the
)reDuency with which somethin* occurs, -or e8ample& how o)ten users access
internet in a *i6en month, "he )ocus o) descripti6e research is to pro6ide an
accurate description )or somethin* that is occurrin*,
Data Source:
In this project both primary data as well as secondary data are used,
PRIMARY DATA
!rimary data used in this project is collected throu*h three sourcesP
Fuestionnaire +ethod
Direct !ersonal Inter6iew +ethod
Obser6ation +ethod
SECONDARY DATA
It is not possible to collect )irst hand in)ormation )or each C e6erythin* so&
secondary data )rom 6arious sources like Internet& , / Neilson.s report on
Jan& 7224& In)ormation )rom tele6ision channels like /NB/& L Business&
ND"# !ro)it etc, and Indian In)oline 'ebsite,
Sa"#$ig
)ine subset o) the population& selected )rom it with the objecti6es o)
in6esti*atin* its properties is called a sample and the number o) unit in the
sample is known as sample siAe, Samplin* is a tool which enables us to draw
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conclusion about the characteristics o) the population a)ter studyin* only those
subjects or items that are included in the sample, In samplin* method only )ew
units o) the population is considered, "he choice o) an appropriate samplin*
desi*n is o) keepin* in 6iew the objecti6es and scope o) the enDuiry and the
type o) the uni6erse to be sampled,
Sampling techniques:
Random sampling
Non random sampling
Random sampling:
random samplin* is done in such a way that each member o) the uni6erse
has a chan*e o) bein* selected& which enables statistics procedures to be used
under the result to estimate samplin*,
Non random sampling:
In the non0random samplin* the chance o) any particular unit in the population
bein* selected is unknown, "he jud*ments samplin* method under non0
random samplin* method was adopted )or the study with a sample siAe o) 122
respondents& which are chosen in a jud*ment manner )rom the customer, In
this method a desi*ned number o) sample unit is selected deliberately or
purposely dependin* upon the objecti6es o) the enDuirer so that only the
important items representin* the true characteristics o) the population are
included in the sample,
Area of sampling-
In this study primary data plays a 6ital role, "he process o) choosin* the
correct number o) respondents is nothin* but samplin* procedure,
Samplin* areaP Ban*alore city
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Sampling Size-
122 is the number o) items to be selected )rom the uni6erse to constitute the
sample, "he method used here is random samplin* and on0 the spot samplin*&
where the samples are selected without considerin* any particular Duality,
Sample Method-
Random Samplin*
RESULT AND
ANALYSIS
?2M o) the customers lo6ed to dine outside their home,
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=2M o) the respondents 6isit Domino.s once a )ort ni*ht &)ollowed by
once a week& once a month and then more than once a week,
<3M o) the respondents pre)ers Domino.s& then )ollowed by piAAa hut&
+c, Donald.s and B-/ respecti6ely,
?>M o) the customers )elt that the taste and Duality o) the )ood at
Domino.s !iAAa remains same& whene6er they 6isit,
==M o) the customers are )ollowed by the pricin* and less than 72M are
not satis)ied,
=2M o) the respondents )eel that the promotional measures are e))ecti6e
only 32M )elt that it is not,
=7M recommended that Domino.s should include more 6arieties& then
some o) them su**ested that there should be reduction in prices& then
7>M and 12M su**ested that impro6e in Duality and better promotion
should be there,
=2M consumers are satis)ied with the eatin* e8perience in Domino.s only
1=M )elt bad about it,
42M o) the customers are happy with the 6arieties which are o))ered in
the menu only 1=M was not satis)ied,
"he >2M respondents are aware about the charity ser6ices which are
taken under by the co, rest o) them are in dark,
@?M customers are satis)ied with the hy*iene )actor at Domino.s,
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<@M o) the respondents )eel like to dine in the outlet and the rest o) >1M
want to take away and enjoy their meal at outside o) the outlet,
122M respondents ordered )or home deli6ery also in their past,
@>M o) the respondents *ot their home deli6ery packa*e within <2
minutes,
=7M o) the respondents )eel the ambience o) the outlet is *ood and rest o)
them doesn.t seem to be 6ery happy,
47M respondents liked to ha6e non0 6e*etarian )ood and only 7?M turned
up )or 6e*etarian )ood in the outlet,
s per the data analysis& ?2M respondents lo6e outdoor eatin* and 72M
respondents like to dine at their homes,
s per the data analysis& 72M respondents 6isit once a week& 13M 6isit
more than once a week& 1>M 6isit once in a month and =2M respondents
6isits Domino.s once a )ort ni*ht,
s per the data analysis o) Duestion <& <3M pre)er Domino.s& <2M
respondents pre)er !iAAa Hut& 72M like +c Donald.s and the rest 1>M
*o )or B-/,
s per the data analysis& ?>M respondents said there is a consistency o)
taste and Duality in the )ood at Domino.s !iAAa& while 13M respondents
did not a*ree upon this,
s per the data analysis& ==M respondents are satis)ied with its price&
<2M are 6ery satis)ied& and 1=M are not that much satis)ied with the
pricin*,
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CONSUTOMER SATISFACTION OF DOMINOS
s per the data analysis& 12M respondents think that the promotional
measures o) Domino.s is 6ery e))ecti6e& =2M think it.s e))ecti6e to a
certain e8tent& while 32M do not the promotional measures e))ecti6e,
s per the data analysis recommendation to Domino.s *oes like this P
respondents who need more 6arieties are =7M& who want reduction at
the price are 17M & those who )eel that the promotional strate*y is not
ha6in* the impact are 12M and who desires )or Duality are 7>M,
s per data analysis& the eatin* e8perience o) 1=M respondents was
e8cellent& 72M was 6ery *ood& =2M *ood& and 1=M poor,
s per data analysis& 42M respondents are 6ery satis)ied with the
6arieties in menu& 1=M are only satis)ied& and 1=M are not satis)ied,
s per data analysis& >2M are aware o) the charity schemes while 32M
do not know about the charity schemes o) Domino.s,
s per data analysis& @?M respondents said that the Domino.s Outlets
are hy*ienic while 7M replied ne*ati6ely,
s per data analysis& <@M respondents pre)er to dine in the domino.s
Outlets and the rest >1M pre)er take away,
s per data analysis& 122M respondents ha6e ordered )or home deli6ery
)rom Domino.s !iAAa,
s per data analysis& @>M respondents said that they *ot the home
deli6ery within <2 minutes but 3M did not *et within that time limit,
s per the data analysis& =7M respondents liked the ambience and 3?M
did not,
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RECOMMENDATIONS %
CONCLUSIONS
Domino.s should use more a**ressi6e marketin* strate*y
to attract the customers,
Domino.s should introduce some new dishes to pull the customers,
Domino.s should work out on the ambience more )or satis)action o) the
customers,
Domino.s should char*e a little less to capture more market,
Domino.s should impro6e his Duality o) the piAAas to the new hei*hts,
Domino.s should increase the 6e*, piAAa port)olio also )or the 6e**ies,
"hey should open more outlets in the o6ercrowded areas,
Domino.s should use *lass tumblers instead o) disposable one to ser6e
the customers,
'ashrooms should be maintained properly,
"he personnel should be more polite and well in)ormati6e
Domino.s )loors should be )reDuently cleaned,
Better air0conditionin* can be arran*ed in the outlet,
-reDuent )eedbacks should be taken )rom the customers )or re*ular
impro6ement,
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nd last but not the least it should introduce more proper Indian style
piAAa to attract more INDINS,
BIBLIOGRAPHY
Obser6ation
Indi6idual pre and post pro*ram )eedback
)orms throu*h Duestionnaires,
Inter6iewin* and
mailin*
"e8t book0
/onsumer beha6ior0
ppahnahiah& Reddy C
Ramnath
'ebsites
www,*oo*le,com
www,dominos,co,in
www,wikipedia,in
www,answers,com
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