RESERCH PROJECT

ON
CONSUMER SATISFACTION TOWARDS DOMINOS PIZZA

FOR THE PARTIAL FULFILMENT OF THE REQUIREMENT

FOR THE AWARD OF :
BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF : SUBMITTED BY -prince

18/dmb/036
BACHELOR OF BUSINESS ADMINISTRATION
 PROJECT REPORT
ON
CONSUMER SATISFACTION TOWARDS DOMINOS PIZZA

FOR THE PARTIAL FULFILMENT OF THE REQUIREMENT

FOR THE AWARD OF :
BACHELOR OF BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF : SUBMITTED BY –prince

18/dmb/036

SCHOOL OF BUSINESS, Gautama Buddha UNIVERSITY GAUTAM BUDH NAGAR

School of management, Gautum Buddha University

Certificate from Faculty Guide

This is to certify that the project report consumer satisfaction of Dominos has
been prepared by. under my supervision and guidance. The project report is
submitted towards the partial fulfillment of 3 years, full time bachelor of business
administration

Name : signature
Date :

DECLARATION

I,, Student of BBA of school of business , GBU University , Greater Noida, hereby declare that
the project report on consumer satisfaction of Dominos “ is an original and authenticated work
done by me.
I further declare that it has not been submitted elsewhere by any other person in any of the
institute for the award of any degree or diploma.

PROJECT REPORT
ON
Customer satisfaction towards domino’s pizza

TABLE OF CONTENT
 CHAPTER 1 4-21
• INTRODUCTION
• INDUSTRY PROFILE
• COMPANY PROFILE
• HISTORY OF THE COMPANY
• VISION AND MISSION
• SWOT ANALYSIS
• ORGANISATIONAL STRUCTURE
• GROWTH OF HISTORY
• PLAYER IN INDUSTRY
• PESTEL MODEL
• PORTERS FIVE FORCES MODEL

CHAPTER 2 21-32
RESEARCH METHADOLOGY
CHAPTER 3 33-45
CONCEPTUAL DISCUSSION
CHAPTER 4 46-50
FINDING AND RECOMMENDATIONS
• APPENDICIES
• BIBLIOGRAPHY

INTRODUCTION

OVERVIEW
( FAST FOOD INDUSTRIES
The fast food industry is on a high as indian continue to have a feast. Fuelled by what can be
termed as a perfect ingredient for any industry – large disposable incomes- the food sector has
been witnessing a marked change in consuption patterns, espicially in terms of food. An
increasing number of international fast food chain rushing to india is because all of them see
tremendous potential in for this type of business . the larege upwardly mobile population in the
urban area tend to eat out more often or bisiness or for leisure.

The various players operating in india are the well established india chains like nirmula’s In
addition to these, apparently some of the best known international food chain are looking at
india. A=Among them are sbarro, The burger king, kfc, dunkin donuts, and subway, etc. are
some of them to name . At present all these players are fighting for a small pie, as fast food is
really not a big habit with indians, but they see a big potential.

The players are fighting on products, pricing, positioning, and trying to cinvert their first trial
into regular purchase by providing delightful service quality. The focus is on product quality
and standardization on taste. Consistency is the key, as its standardization in fast food as the
consumer is short on time ans wants to satisfy his taste buds with a consistent taste experience.

Beyond this each player has its own strategy to expand consumer base.
- Some feel that pricing is not the deciding factor since fast food is not price sensitive
market because it is not a single diet of indians.
- Some others are competing on positioning which is surpisingly varied, giving the small
size of market.
- For most, targeting children seems the right strategy.advertising is popular.
However, with compitition hooting up most chains are increasing reach as well as working on
stablishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 percent, on the basis of an estimated GDP growth
rate of 6-8 per cent, during the tenth five year plan period. Value addition of food is expected
to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruits and vegitables
processing, which is currently around 3 per cent of total production will increase 10 per cent by
2010 and to 25 per cent by 2025.
The popularity of food and agro products is not surprising when the sector is now offering a
growth of more than 150 per cent in sales. While US brands such as McDonald’s, pizza hut and
kentucky fried chicken have become households names, more on their way.

India among top markets for weekly fast food consumption, an online survey has found. Most
of the countries are from the Asia-pacific region, with the US being the exemption.

The market scenario

According to an A C Neilson study of 28 markets across the US, Europe and the Asia-pacific,
carried out through the intent in interviews with more than 14000 consumers,Asians are the
world’s greatest fast food fans.

INTRODUCTION OF THE COMPANY

 The domino’s brand was found in the united state of america in
1960 by thomas monaghan. Since then, that business has grow into a global natwork of over
8,500 pizza stores on more than 60 ciuntries, involving over 2,000franchies. Over its 49-years
history, domino’s has developeda simple business modl focused on delivering quality pizzas in a
timely manner. Domino’s pizza, inc., completed its initial public offering in 2004 and is listed on
the New York stock exchange.

Dominos;s pizza India ltd. Was incorperated in march 1995 as the master franchiese for india
and nepal, og Domino’s pizza international inc., of U.S.A. Moreover, the company holds the
master franchise rights for sri lanka and Bangladesh through its wholly owned subsidiary.

Domino’s pizza India has a network of 274 stores, in 55 cities , in 20 states and union territories
( as in 31 august 2009 ). According to the India retail report 2009, Domino’s are the largest pizza
chain in india and the fastest growing multinational fast food chain between 2006-2007 in
terms of number of stores.

On may 13, 1983, Diomino’s opened its first international store, in Winnipeg, canada. That
same year, Domino’s opened its 1,000th store overall, and by 1995 Domino’s has 1,000
international locations. In 1998, after 38 years of ownership, Domino’s pizza founder Tom
Monaghan announced his retirement and sold 93 per cent of the company to Bain capital, Inc.
for about $ 1 billion and ceases being involved in day – to day operations of the company. A
year later, the company named David A. Brandon chairman and chirf Executive officer. Involved
in day-to-day operations of the company. A year later , the company named David A. Brandon
chairman and chief Executive officer.
In a stimultaneius celebration in 2006, Domino’s opened its 5,000 U.S store in Huntley, illinois
and its 3,000th international store in Tallaght, Dublin, Ireland, became the first in Domino’s
history to hit a turnover of $3 million (2.35 million ) per year. As of september 2006, it has 8,238
stores which totaled US$1.4 billion in gross income. In 2007, Domino’s introduced its veterans
and Delivering the Dream franchising programs and also eolled out its online and mobile
ordering sites. In 2001 the company’s stores in New York city and Wishington D.C. provided
more than 12,000 pizzas to relief workers following the september 11 attacks on the world
trade center and the pentagon Through a matching funds program, the corporation donated $
350,000 to the American Red cross’ disaster relief effort.

Leading industry publications pizza constantly strives to develop products that suit the taste of
a consumers and hence delighting them. Domino’s belives strongly of think global and act local.
Thus time and again domino’s pizza has been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian has been dominos motto,
Initiatives such as fun meal and pizza mania have been extremely popular with consumers.

Since 2008 to include oven Baked sandwiches and BreadBowl pasta and recently debuted its
Inspired New pizza’-a permanent change to its core hand – tossed product, reinvented from the
crusr up with new sauce, cheese and garlic seasoned crust.

KEY INFORMATION
Type – public (NYSE: DPZ)
Founded – Ypsilianti,Michigan,U.s.(1960)
Headquarter – Ann Michigan,U.S.Arbor,
Founder – Tom Monaghan

Industry - Restaurants
Product pizza – sandwiches pasta chicken wings desserts
Employees– 1,45,000
Website – www.dominos.com

DOMINOS PIZZA INDIA LIMITED

Jubilant food work limited a jubilant bhartia group company holds the master franchise rights
for dominos pizza for india nepal sri lanka and bangladesh . The company has been listed on the
indian bourses recently. Prior to step 24, 2009, The company as known as Domino’s pizza india
limited and underwent a name change, rest of terms remaining the same. The promoters of the
company are mr. shyam s bhartia, mr. hari s bhartia and jubilant Enpro private Ltd Domino’s
pizza opened its first store in india in january 1996, at New Delhi. Today Domino’s pizza opened
grow into a countrywide network of more than 364 stores (as on 31 st December,2010 ) with a
team of over 9,000 people. According to the India Retail Report 2009, we were the largest pizza
chain in india and the fastest growing multinationals fast food chain between 2006-2007 and
2008-2009 in terms of numbers of stores.

Over the period since 1996, dominos’s pizza india has remained focused on delivering great
tasting pizzas and sides, superior quality, exceptional customer service and value for money
offerings. We have endeavored to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers
from all our stores around the country.

Domino’s vision is focused on Exceptional people on a mission to be the best pizza delivery
company in the world “ we are commited to bringing fun, happiness and convenience to lives of
our consumer by delivering delicious pizzas to their doorstep and our efforts areaimed at
fulfilling this commitment towards a large and ever- growing customer base.
Domino’s constantly strives to develop products that suit the taste of our consumers and hence
delighting them.Dominos believe strongly in the strategy of Think global and act local’. Thus,
time and again we have been innovating with delicious new products such as crusts, topping
and flavors suitable to the taste buds of india consumers. Further providing value for money
and affordable products to our consumers has been animportant part of our efforts. Our
initiatives such as fun meal and pizza Mania have been extremely popular with consumer
looking for an affordable and value for money meal option.

Our Brand positioning of Khushiyon ki Home Delivery ( Happiness Home delivered ) is the
emotional benefits we offer to our consumer . All our efforts , whether it is a new innovative
and delicious product, offering consumer value for monry deals, great service, country wide
presence or delivery in 30 minutes or free are all oriented towards delivering happiness to the
homes of our consumers.
 VISION AND MISSION

Vision
“ Exceptional people on a mission to be the best pizza delivery company in the world,,

Mission
“Domino’s pizza is the pizza specialist who consistently delights the customer with grate teste
and choices in the pizza with friendly, courteous team members providing prompt, safe delivery
service”

ORGANIZATIONAL STRUCTURE
 People related to Domino’s pizza Inc.:

• Andrew B. Balson – Director

• David A. Brandon- chairman
• Diana F. cantor – Director
• J.patrick Doyle- president & CEO
• James A. Goldman –Director
• Vernon O. Hamilton - Director
• Thomas S. Monaghan – Founder
• Mark E. Nunnelly – Director
• Gregory A. Trojan – Director

Domino’s pizza Inc. past relationships:

• Daniel R. Foley – Vice presedent/ General councel

• Dennis F. Hightower – Director
• Robert M. Rosenberg – Director

COMPETITORS
Major players in this fields :

• Pizza hut’s
• Papa John’s pizza

1. Pizza Hut

Pizza Hut is the largest pizza restaurent company in the world. It has 12700 outlets in 90
countries. Pizza Hut has an aggressive expansion plan for india. It intends to have 100 outlets by
the end of 2004. Pizza Hut will consolidate its presence in cities where it already exist as an
endeavour to create a major share of these profitable markets first before spreading to other
markets. Pizza Hut ia one of the largest pizza brands Further, all new outlets in india would be
franchise owned resulting from the smooth functioning of the existing stores which are all
franchisee owned. Hence, the same arrangement will be followed in the further to insure
growtrh – oriented results.

2. Papa John’s pizza

Papa John’s pizza is the worls’s largest pizza restaurent chain. The headquarter of the
company is located in Addison, Texts, USA. Pizza Hut is a subsidiary of Yum! Brands, Inc.
Yum!Brands own approximately 34,000 restaurents, delivery- carryout units, and liosks
in 100 countries. Pizza hut come out in 4 different sizes: personal, small, medium and
large. Apart from pizzas and garlic cheese bread ,The pizza Hut menu includes a wide
variety of side dishes such as bread sticks, cheese sticks, cinnamon sticks, mozzarella
sticks, onion rings, chicken wings, boneless wings, chicken munchers, jalapeno peppers,
que papas potato bites filled with cheese and jalpeno flavour, a basket of taters or tater
tots and fried apple pies.

SWOT ANALYSIS
STRENGTH WEAKNESS
1. More outlets-Even in smaller towns 1. Lack of variety
2. Less than 30 minutes Homedelivery 2. Outlets lack space
3. Quick service at outlets 3. Ambience not up to
4. Customer satisfaction expectations
5. Low price 4. No option for birthday parties
6. Excellent offers and corporate lunches
7. Good promation

OPPORTUNITY THREAT
1.Growing fast food markrt- scope for 1. Emergence of papa John’s world’s

Expansion. # pizza market

2. Introduce more varitirs 2.Better quality and variety of

3. Bigger outlets competitors

4. Take away countries 3 . No take away countries for pizzas

 Political

Factors

Technological THE BUSINESS Economical

Factors Factors

Social
Factors

PEST ANALYSIS
 1. Political Factor:

• Regulatory frame work operating in judicial system which may affect the business in
different ways

• Not many political factors in delhi affecting Domino’s pizza as is it has the best pizza
delivery system in the country

• Factors such as laws on business empolyment, pollution and taxation apply on the
organization which it has to abide

2. Economical Factors:

• Increasing per capita income is a good sign as the purchasing power increase

• Rise in food inflation rate is directly related to the rise in price.

• With a change in socio-economical status of india population ( expanding middle-class)

there lies a huge potential of the umtapped segments.
 3. Social Factors :

• Domino’s pizza is a multinational company and has original from america so

the organisational is overwhelemed by western culture.

• There are social forms of society which consist of upper class, middle class,
middle upper class, lower class and lower upper class.

• Every country has culture norms, values, beliefs, and religion which can
affect the organisation.

• In India, Domino’s has been associated with the NGO’S develiped to the
cause of under priviliged children’s. Domino’s conduct store Education
Tours ( SET ) for the underpriviligrd children time-to-time.

4. Techonological Factors:

• With the new age technology baking and production in more cheaper and easier, hence,
efficient.

• Due to new technology there are new ways of marketing like internets; telemarketing
and the organisation can advertise their products with much more faster pace.

• Computer based customer data that MIA ( managing information system ) helps in
collecting customer data, daily transactions, future forecasting and decision making.
 Porter’s five forces model

New Entrants

Supplier Power Industry Competitors Buying power

Substitutes
❖ Industry competition

Domino’s are facing a stiff competition from these providers :

• Pizza Hut
• Papa John’s pizza
• Smokin Joe’s
• Us pizza

❖ Threat of new entrants

With the economic reforms and liberalization, many new entrant also want the revenue of the
200 billion Indian fast food industries.
There are many new entrants in the branded pizza industry son of them are

• Papa john’s pizza

• Us pizza

They have captured a lot of customers with their new style and discounts offers. Much young
crowed flock their restaurents and their taste buds are getting modified. Now the new entrants
are also likely to enter the tier ii cities and make their presence. Thus domino’s have to rethink
their Strategies so as to retain their customers. They have to constantly differentiate their
service from the newer entrants

❖ Substitutes
There are lots of substitutes which are available to choose with respect to the fast food industry
some of them are
Any restaurants
Mc Donald’s
Barista
Café Coffee day
Chinese restauranta ( mainland china )

Largely it depends upon the customers wgat they want to have. Generally it is assumed that
when people dine outside, they think of having at least 25% of time. Thus if the beand recall of
a particular company is good. More people will tend to go there. Higher the quality of food,
service, higher will be product recall and sales

❖ Buyer’s bargaining power

Domino’s have higher market reach and greater visibility in the market with respect to the pizza
industry and hence they command supplies at lower rate. However their counterparts.
Competitors cannot command supplies at lower prices. Thus the muscle power of domino’s is
way beyond the others.

Supplier’s growing bargaining power

Supplies till now were not a problem. But with the advent of the rising food costs ( raw material
inflation ). Suppliers are not ready to supply items at the normal rate. Thus supplier’s muscle
power grew only doe to inflation Thus the company either has to increase the menu costa or
reduce the operations costs to recover. Failing to do this will make the company into looses oe
to loss out in the induystry.

❖ Trends in the Indian market

Marketing to children
Fat food outlets in india target children’s as their major customers. They introduce varieties of
things that will attracts children’s attention and by targeting children’d they automatically
target their parents because children’s are always accompained by their parents.
Low level customer commitment

Because of the large number of food retail outlets and also because of the tendency of
customers to swith from one product to other, this faces low level customer commitment.

Attracting different segments of the market

Fast food outlets are introducing varities of product in order to cater the demands of each and
every segment of the market. They are introducing all categories of product so that people of
all age sex, class, income group etc can come and become a customer of their food line.

The success of fast food arose from the change in the economic conditions.

• Many women or both parents now work

• There are increase numbers of single- parents households.
• Long distance to school and work are commn.
• There’s often not enough time or opportunity to shop carefully for groceries, or to cook
and eat with one’s family. Espicially on weekdays, fast food outside the home is the only
solution.
 RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY

The objective of the project can be summarizes under the following points:

• To do customer value analysis which include identifing the major attributes that
customer”s value in a fast food chain restaurant, assessing the quality of the different
attributes.
• To study theFMGC industry.
• The market position of the main players in the industry.
• To know awareness of people towards Dominos pizza
• To know the domino’s pizza woreking in india.

Research Design

The controlling plan for a marketing research study in which the methods and procedure for
collecting and analysing the information is to be collected is known as Research Design or A
framework or plan for a study that guides the collection and analysis of the data.

Descriptive Research

A research design in which the major emphasis is in determining the frequency with which
something occurs. For example, How often users access the Internet in a given month. The
focus of descriptive research is to provide an accurate description for something that is
occuring.
Primary sources

The primary data was collected through questionnaire. They were filled the scheduled method
of data collection by the researcher. Primary data is a data which have been collected originally
for the first time. In other words, primary data may be outcome of an original statistics inquiry,
measurement of facts or a count that is undertaken for the first time. For instance data of
population census is primary. Primary data being fresh from the fields of invastigation is very
reffered to as raw data. In the collection of primary data, a good deal of time, money and
energy are required.

The following are the method of collecting primary data :

• Collection directly by personel investigation.

• Collection indirectly by oral investigation.
• Collection bt questionnaire and schedule.
• Collection from statistics report of correspondents and from local sources.

Seconday sourses

The secondary sourses werw used only for collecting information regarding the simple, they
were however not used for analysis. Secondary data is data that has already been collected and
examined earlier by other investigators. Secondary data can either be published or unpublished
data.
The following are the method of collecting secondary data

• Publications of the centeral, state, or local governments

• Publication of foreign governments
• Technical and trade journals
• Books, magazines and new newspapers

SOURSES OF DATA COLLECTION

Secondary sourses
• Journals, Articles,etc
• Websites

The data in my project is collected through the following methods.

• Through various pizza restaurents websites.

Limitations of the study

Since the road to improvement is never ending, so this study also suffers from certain
limitations. Some of them are as follow :

✓ Scope of project is limited in the sense that only Dominos has been taken for consumer
research.
✓ It is possible that the information supplied by the informants may be incorrect
Consumer Satisfaction in Domino’s Pizza India Limited

Dear respondent,
I, Anjali bhati student of Galgotias university, doing my project
on“ Consumer Satisfaction in Domino’sPizza India Ltd”. I would be grateful to you if you could kindly
cooperate
with my work for better of my knowledge.Name: ____________________________Phone no:
_________________________1.

QUESTIONNAIRE

• Do you love eating outdoors?Yes No

• How frequently you visit Domino’s?

Once a week
More than once a week
Once a month
Once a forth night
• Which fast food outlets do you prefer the most?
Domino’s Pizza Hut Mc.Donalds KFC

• Is the quality and taste always the same in Domino’s?

Yes No
• Is the prices are satisfactory or not?
Satisfied Very Satisfied NotSatisfied
• Are the promotional efforts are good enough to pull the customers?
Effective Very Effective Not Effective

• What do you recommend to Domino’s?

Include more Varieties Reduce Price Better Promotions Improve Quality

• Experience at Domino’s?
Excellent Very Good Good Poor

• Is there enough varieties of food to satisfy you?

Very Satisfied Satisfied NotSatisfied

• Do you aware about the charity services done by Domino’s?

Yes No
• The food at Domino’s is hygienic?
Yes No.
• Do you ever ordered food for home delivery from Domino’s?
Yes No.
• Is it before 30 minutes?
Yes No

• How was the ambience in Domino’s?

Good Bad
DATA ANALYSIS AND INTERPRETATION.
FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to
describe the characteristics of the sample or population in totality. Percentage
analysis involves computing measures of variables selected of the study and its
finding will give easy interpretation for the reader.
MEAN AND STANDARD DEVIATION

Mean And Standard Deviation-Customer Satisfaction

INDEPENDENT SAMPLE T-TEST
HYPOTHESIS 1
Null Hypothesis:
There is no significant difference between male and female respondents with
respect to the factors of customer satisfaction towards Dominos Pizza.
Table 4 t-test for significant difference between male and female respondents
with respect to the factors of customer satisfaction towards Dominos Pizza.
CHI SQUARE
HYPOTHESIS 2
There is no association between gender and overall satisfaction towards Dominos
Pizza.
Chi- Square test for gender andoverall satisfaction towards Dominos Pizza.
 CONCEPTUAL DISCUSSION

HISTORY AND GROWTH OF INDUSTRY

Like most corporate success stories, Domino;s started out small-with just one store in 1960.
Now, Domino’s pizza is celebrating over forty years of delivering food, fun and innovation.

Domino’s pizza Timeline

1960
Tom Monaghan and his brother James purchase “DomiNick’s,” a pizza store in Ypsilanti
Michigan. Monghan borrowed $ 500 to buy the store.
1961

Jmes trades his half of the business to Tom for a Volkswagen Beetle.
1965
Tom Monaghan is sole owner of company and renames the business “Domino’s pizza,Inc”
1967

The first Domino’s pizza franchise store opens in Ypsilanti Michigan.

1968
Company headquarter and commissary asre destroyed by fire.
First Domino’s store outside of Michigan opens in Burlington, vermont.

1975
Amstar corp., maker of Domino’s sugar, institute a trademark infringement lawsuit against
Domino’s pizza. In 1980, Federal court rules Domino’s pizza did not infringe on the Domino’s
sugar trademark

1983
Domino’s first international store opens in winnipeg, canada
The 1000th Domino’s store opens.
The first Domino’s store vopens on the Australian ciuntinent, in queensland, Australia
1990
Domino’s pizza signs its 1,000th franchise.

1992
Domino’s rolls out Breadsticks, the company’s first national non-pizza menu item.
1993
Crunchy Thin crust pizza out nationalwide.

The company discounted the 30-minute gurantee and re-emphasizes the total satisfaction
gurantee.
1994
Buffalo wings are rolled out in all U.S stores.

1995
Domino’s pizza International division opens its 1,000th store.
First store opens on Africa continent,in cairo, Egypt.
1996
Domino’s launches its web site on the Internet (www.dominos.com)

The company reaches record sales of $ 2.8 billion system- wide

1997
Domino’s pizza opens its 1,500th store outside the United states, opening seven stores in 1 day
on 5 continent consecutively.
Domino’s pizza launches a campaign to update the company logo and store interior with
brighter colors and a newer look.
1998
Domino’s pizza founder ,Tom Monaghan, announces retirement and self the company to Bain
capital Inc.
Domino’s Launches another industry innovation, Domino’s Heat wave, a hot bag using
patented technology that keeps pizza oven-hot to the customer’s door.
1999
Dave Brandon is named chairman and chief Executive officer to Domino’s pizza
Domino’s pizza announces record results for 1999
Worldwide sales exceeds $3.36 billion Revenues increased 4.4%over 1998.
2000

Domino’s 7,000th store opens inBrooklyn, New York Domino’s launches ling- tem national
partnership with the Make-A-wish Foundation.
2002
In Febuarary 2002, Domino’s pizza acquired 82 franchise stores in the phoenix,Ariz., market,
making it the largest store acquisition in the company’s history. In August 2002, Domino’s
kicked delivery up a notch with the introduction of Domino’s pizza Buffalo chicken kickers and
marked the creation of a whole new surprising category- premium chicken delivered right to
the door !

2003
Domino’s announces an exciting multi-year partnership by becoming the “ official pizza of
NASCAR.” Domino’s is named chain of the year by pizza Today magazine, a leading pizza trade
publication. Domino’s combines two culinary classics- pizza and philadelphia cheese steak- to
create the all-new Domino’s philly cheeses steak pizza.

2004
Domino’s launches Domino’s cheesy Dots, delicious round balls of dough covered in a blend of
zesty melted cheese. Dominos becomes an associate sponsor for the Drive for Diversity
program, a minority drived development program designed to provide a steady pipeline of well
trained and supported minority drivers for the NASCAR circuit. Domino’s pizza, Inc., the
recognised world leader in pizza delivery, begins trading common stock on the New York stock
Exchange (NYSE ) in July 2004, under the new ticker symbol “ DPZ”
Domino’s announces a three-year partnership with st. Jude children’s Research Hospital st. Jude
was selected as Domino’s charity of choice “ by franchise and team members.
>>>
2005
The Domino’s pizza celebrate the completion of the three-year renovation of its world Resource
center in Ann Arboer, Mich. The renovation marks the first major improvememnt to the
company’s world headquarter since Domino’s founder Tom Monaghan opened the sprawling
Domino’s Frams.

Domino’s pizza Australia opens its 4000th store in Aspley, Brisbane.

Domino’s pizza united kingdom celebrates the opening of its 400th store in Wadsley Beidge,
Sheffield
Domino’s raise $1.2 million for st jude children’s Research Hospital during its second annual “
thanks and giving” campaign.
Domino’s pizza efforts worldwide raise $220,000 to support southeast Asia tsunami relief
efforts. DOMINO;S PIZZA LAUNCHES ITS American classic cheesesburger pizza in conjunction
with its appearance as a featured task in the NBC hit reality show,”The Apprentice.”

2006
Domino’s introduces OREA Dessert pizza- thin dessert-style crust that’s layered withvanilla
sauce and covered with OREO cookie crumbles and then topped with sweet icing.
Domino’s introduces its Veterans and Delivering the Dream franchising programs.

Domino’s rolls out online and mobile ordeding.

Domino’s is ranked in the Top for the ninth time in Enterpreneur magazine annual listing of
great franchise opportunities.
Domino’s launches its “You Got 30 Minutes” campaign with new adversting agaency,
Crispin porter= Boguusky.

2008
Domino’s launches another food delivery industry first: pizza Tracker. This revolutionary
technology allows Domino;s pizza customer to follow the progress of their order online from
the time they click the “Place Order” button or hang up the telephone until the Domino’s
delivery expert is knocking on their door. In an historic expansion of its menu, Domino’s claims
the title as the firstmajor quick-service restraunt chain in the U.S. to deliver hoy, oven-baked
sandwiches. Our new oven baked sandwiches comes in four delicious varities on artisan italian
bread and baked to golden brown;philly cheese steak,chicken bacon Ranch, chicken parm and
Italian.

2009

Continuing its aggressive menu expansion, Domino’s introdues a new line of pastas that include
a handmade, oven baked bowl. BreadBowl pasta flavors includeThree Cheese mac-N-cheese,
Italian Sausage Marinara, Chicken Alfredo, Chicken Carbonara and Pasta Primavera. Number
one ranking in the amaericancustomer satisfaction Index Domino’s introduces new chocolate
lava crunch cakes, oven-baked CHOCLATE CAKES, CRUNCHY ON THE OUTSIDE, with a warm
flowing choclate fudge inside. Domino’s adds four bold new varities to its oven baked
sandwiches line italian sausage and peppers, buffali chicken with Blue cheese, Sweet and spicy
Chicken Habanero and Mediterranean Veggie. In late December Domino’s announce its inspired
new pizza Reinvented from the crust up the new hand-tossed pizza features new sauce cheese
and garlic-seasoned crust. The reformulation was one of the biggest moves in the compnay’s
50-year history, and was inspied by its toughest consumer criticts. Domino’s transparent
approach to talking about this bold change garnered much attention from the media and public
in general with the press highligting the company’s open and honest treatment in its’s
advertising.

2010

After years of languising near the bottom of consumer taste perception studies,Domino’s
proudly boasts its research-backed wins over papa jhons and pizza hut in a national taste test of
hand-tossed prpperoni pizza sausage pizza and extra cheese pizza chairman and CEO David
A.Brandon steps down CEO effective March 7 and the Board of Director’s Sucessor. Elect
j.Patrick Doyale as Brandon’s sucessor. Brandon will be retained by the compan as special
adivisor for the remainder of 2010 and continue as a non-= executive chairman of Board.
Cooncurrently, the University of Michigan announces Brandon will serve as its director of
intercollegiate Athletics. Dominos opened 900th store on march 11.

Domino’s pizza Inc,[NYSE: DPZ] is an iternational pizza delivery corporation headquartered in

Ann Arbor, Michigan, Unitiedstates. Founded in 1960. Domino;s is the second largest pizza
chain in the united states and has nearly 9000 corporate and franchised stores in 60
international markets and all 50 U.S. states Domino’s pizza was sold Bain Capital in 1988 and
went public in 2004. The menu features pizza, pasta, oven baked sandwiches, wings, bonless
chicken, salads, breadsticks, cheesesticks and a variety of dessert items.

In 1960, Tom Monaghan and his brother, Jmes purchased DomiNick’s a small pizza store in
Ypsilanti Michigan. The deal was securd by a US$75 down payment and the brothers borrowed
$500 to pay for the store. Eight months later Jmes traded his half of the business to Tom for a
used volkswagen Beetle. As sole owner of the company, Tom Monaghan renamed the business
Domino’s pizza Inc. in 1965. In 1967 the first Domino’spizza franchise store opened in Ypsilanti.
The company logo was originally planned to add a new dot with the addition of every new
store, but this idea quickly faded as Domino’s experienced rapid growth. By1978, the franchise
opened 200th store.

Early Years
In 1975, Domino’s faced a lawsuit by Amstar corporation maker of Domino sugar, alleging
trademark infringment and unfair competition. On May 2, 1980, a federal appeals court found
in favour of Domino’s pizza

International expansion
On May 12 , 1983, Domino’s opened its first international store, in winnipeg, manitoba canada.
That same year, Domino’s opened its 1,999th store overall,and by 1995 Domino’s had 1,000
international locations. In 1997, Domino’s opened its 1,500th international location, opening
seven stores in one day across five continents.

Sale of company
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 and
ceased being involved in day-to-day operations of the company. A year later, the copany named
David A. Brandon chairman and chirf Executive officer.

Current era
In 2004, after 44 years as a privately held company, an employees of Domino’s pizza rang the
opening bell at the New York stock Exchange and the company began trading common on the
NYSE under the ticker symbol “DPZ “.
Industry trade publication pizza today magazine named Domino’s pizza “china of the tear “ in
2003 and did so again in 2010, In a simultaneous celebration in 2006. Domino’s opened its
5,000th U.S. store in Huntley, Illinois and its 3,000th international store in panama city, making
8,000 total stores for the system. Also that year, the Domino’s pizza store in Tallaght, Dubai,
Ireland, became the first in Domino’s history to hit a turnover of $3 million ($2.35 million ) per
year . As of september 2006, it has 8,238 stores which totaled Us$1.4 billion in gross income.
In 2007, Domino’s introduce its veterans and delivering the dream franchising programs and
also rolled out its online and mobile ordering sites. In 2009, Domino’s introduce the pizza
tracker, an online application that allows customers to view the status of their order in a
simulated “ real time “ progress bar. In addition, the first Domino’s with a dining room opened
in stephenville, Texts, giving the customers the option to either eat in or take their pizza home.
Since 2005, the voice of Domino’s pizza’s national phone ordering service 1-800-DOMINOS has
been kevin Railsback.
In a 2009 survey of consumer taste preference among national chains by Brand keys, Domino’s
was last- tied with Chuck E. Cheese’s. In December that year, Domino’s announced plans to
entirely reinvent its pizza. It began a self-flogging and campaign in which consumer were filmed
criticizing the pizza ‘s quality and chefs were shows developing the new product. The new pizza
was introduced that same month, and the following year, Domino’s 50th anniversary, the
company accuired J.Patrick Doyle as its new CEO experienced a historic 14.3% quartely gain.
While admitted not to endure, the success was described by Doyle as one of the largest
quartely same-store sales jumps ever recorded by a major fast-food chain.

Products
The current Domino’s menu features a variety of Italian-American entrees and sides. Pizza is
the primary focus, with traditional, specially and custom pizzas available in a variety of crust
styles and topping. Additional entrees include pasta bread bowls and oven- baked sandwiches.
The menu offers chicken side dishes, breadsticks and salads, as well as beveraged and desserts.

From Its founding until the early 1990s, the menu at Domino’s pizza was kept simple relative to
other fast food restaurants, to ensure efficiency of delivery. Historically Domino’s menu
consisted solely of one pizza in two sizes ( 12- inch and 16- inch ), 11 toppings, and coke as the
only soft drink option.

The first menu expansion occurred in 1989, with the debut of Domino’s deep dish, or pan pizza.
Its introduction followed market research showing that 40 % of American pizza customer
prefered thick crusts. The new product launch cost approximately $25 million, of which $ 15
million was spent on new sheet metal pans with perforated bottoms. Domino’s started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long “ The Dominator “

Domino’s tapped into a market trend towards bite-size foods with spicy Buffalo chicken kickers,
as an alternative to Buffalo wings, in August 2002. The breded, baked, white- meat fillets,
similar to chicken tenders, are packaged in a custom-designed box with two types of sauce to
“heat up “ and “cool down” the chicken.
In August 2003, Domino’s announced its first new pizza since January 2000, the philly cheese
sreak pizza. The product launch also marked the beginning of a partnership with the national
cattlemen’s Beef Association, whose beef check-off logo appeared in related advertising.
Domino’s continued its move towards specialty pizzas in 2006, with the introduction of its
“Brooklyn style pizza”, featuring a thinner crust, cornmeal baked in to add crispness ,and larger
slices that could be folded in the style of traditional New York-style pizza.
In 2008. Domino’s onc again branded out into non-pizzas, fare, offering oven-baked sandwiches
in four styles, intended to compete with subway’s toasted submarine sandwiches. Early
marketing for the sandwiches made varied reference to its competition such as offering free
sandwiches to customers named “ Jared “ a reference to subway’s spokesman of the same
name.

The company introduced its American Legends line of specialty pizzas in 2009, featuing 40%
more cheese than the company’s regular pizzas. Along with a greater variety of topping. That
same year, Domino’s began selling its BreadBowl pasta entrée, a lightly seasoned bread bowl
baked with pasta inside and lava crunch cake dessert, composed of a crunchy chocolate shell
filled with warm fudge. Domino’s promoted the item by flying in 1,000 cakes to deliver at
Hoffstadt Bluffs vision center near mount st Helens.
In 2010,the company changed its pizza recipe “from the crust up “ making significant change in
the dough, sauce and cheese used in their pizzas. Their advertising campaign admitted to
earlier problems with the public perception of Domino’s product due to issues of taste.

CORPORATE GOVERNANCE
Domino’s management is led by J.Patrick Doyle, CEO from march 2010, formally presedent of
Domino’s USA. Previous chief executive David Brandon made athletic director of the university
of Michigan in January 2010, remains chairman Among 11 executive vice presidents are Michael
Lawton CFO ; Asi Sheikh, Team USA; scott Hinshaw, Franchise operations and development and
Kenneth Rollin, General councel.Domino’s operations are oversee by a board of directors led by
Brandon.other member of the board are Andrew Balson, Diana cantor, Mark nunnely, Robert
Rosenberg and Bud Hamilton

Charitable activities
In 2001, Domino’s launched a two-year national partnership with the make-a-wish Foundation
of America. That same year, the company stores in New York city and Washington D.C.
provided more than 12,000 pizzas to relief workers following the september 11 attacks on the
World Trade center and the pentagon Through a matching funds program the corporation
donated $350,000 to the American Red cross’ diaster relief efforts. [6] In 2004, Domino’s began
its current partnership with st.Jude children’s Research Hospital, participating in the hospital’s “
Thanks and giving” campaign since it began in 2004, raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino’s pizza well known for its advertisement featuring The Noid. That concept
was created by group 243 Inc. who then hired will vinton studios to produce the telivision
commercial that they created. The catch phrase associated With the commercials was “Avoid
the Noid,”

Due to a glitch on the Domino’s Website, the compamy gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but dropped
the idea and never promoted it. The code was never deactivated through and resulted in the
free giveaway of the pizzas across the United States after someone discovered the promotion
on the websites by typing in the world “bailout” as the promotion code and then shared it with
others on the Internet. Domino’s deactivated the code on the morning of Tuesday , March 31,
2009 and promised to reimburse store owners for the pizzas.

Domino’s sponsored CART’s Doug shierson Racing, which was driven by Arie Luyendyk, and the
team won the 1990 Indianpolis 500, In 2003, Domino’s teamed up with NASCAR for a multi-year
partnership to become the ‘ official pizza of NASCAR.’ Domino’s also sponsored Michael waltrip
Racing and driver David Reutimann during the 2007 season in the NASCAR sprit cup series.
 Customer Satisfaction Through
4 P’S
Of
Marketing Mix

Marketing Mix
Marketing Mix refers to the ingredients or the tools or the variable which the marketer mixes in
order to interact with a particular market.

“Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives
in the target market”
-Kotler
Marketing mix is a term used to describe the combination of the four inputs which
constitute the core of a company’s marketing system:the product; the price structure: the
promotional activities and the distribution system.
Marketing mix represents the total marketing programme of a firm. It involves decisions
with regard to product, price,place and promotion. Marketing mix is a blending of
decision in the ‘4 ps’. Four major ingredients of a marketing mix are :

1. Product
A product is any good o service that consumers want. It is a bundle of utilities or a
cluster of tangiable and intangiable attributes. Product compnent of the
marketing mix involves planning, developing and producing the right type of
products and services. It deals with the dimensions of product line, durability and
other qualities . The total product should be such that it really satisfies the need
of the target market. Inshort, product mix requires decisions with regard to
1. Size and weight of the product
2. Quality of the product
3. Design of the product
4. Volume of output
5. Brand name
6. Packaging
7. Product rangr
8. Product testing.
 2. Price
Price is an important factor affecting the success of a firm,pricing decision and policies have a
direct influence on sales volume and profits of business. Price is, therefore, an important element
in the marketing mix. In practice, it is very difficult to fix the right price. Right price can be
determined through pricing research and test marketing . A lot of exercise and innovation is req.
to determine the price that will enable the firms to sell its products successfully. Demand, cost,
competition, govt,regulation,etc are the vital factors that must be taken into consideration in the
determination of the price. Price mix involves decisions regarding base price, discounts,
allowances, fright payment, credit,etc.

3. Promation
Promation component of the marketing mix is concerned with bringing product to the
knowledge of customers and persuading them to buy. It is the function of informing and
influencing the customer. Promotion mix involves decision with respect to advertising,
personel selling and sales promotion . All these techniques help to promote the sale of
products and to fight the competition in the market.
No single method of promotion is effective alone and, therefore, a promotional campaign
usually involves a combination of two or more promotional methods. Growing
competition and widening market have made simultaneous use of more than one
promotional method all the more necessart. Combination of two or more methods in a
single promotional campaign requires an effective blending of promotional inputs so as
to optimize the expenditure on each. There is no ideal product, type of customers, the
promotional budget, stage of demand, etc. should be taken into consideration.

4. Place( Distribution )

This element of marketing mix involves a choice of the place where the products are to
be displayed and made available to the customers. It is concerned with decision relating
to the wholesale and retail outlets or channel of distribution. The objective of selecting
and managing trade channels is to provide the products to the right customer at the right
time and place on a continuing basis. In deciding where and through whom to sell,
management should consider where the customer wants the good to be available . A
manufacturer may distribute his goods through his own outlets or he may employ
wholesalers and retailers for this purpose. Irrespective of the channel used management
must continuosely evaluate channel performance and make changes whenever
performance falls short of expected targets. In addition, managenmet must develop a
physical distribution system for handling and transporting the products through the
selected channels. In the determination of distribution mix or marketing logistics, a firm
 has to make decision with regards to the mode of transporting of goods to middle-men,
use of company vehicles or both.

Product Mix
(Dominos Product Mix)

As explaines earlier product mix deals with the dimensions of product line, quality and
design of the product , its packaging, brand name, product range, etc
In this we will study the product mix of Dominos.
Product line of Dominos include the product offered for sale , i.e the range of food
products offered to the customers.

The product breadth or number of products offered by Domino’s can be classified as:

• Vegetarian produt
• Non vegetarian product
• Beverages
• Deserts
• Add-ons

Vegetarian product include Non vegetarion include

Veg cheese pizza Non-veg chicken pizza

Veg onion pizza

Beverages Desserts Add -ons

Cold-coffee soft serve cone Ice tea

Hot serves choco lava cake shakes
Soft drinks

All these shown the wide productys rangr of Dominos. Besides that the quality of Dominos
according to the survey and general findings, is consistent throughout life of the product.
Nothing but the best
That’s how we plan our product range .Food quality is key at Dominos. That’s why we take pride
in the foods we serve you and your fammily. We seek out fresh lettuce and tomatoes, quality
buns and potatoes, select poultry and fish and wholesome dairy product Despite extensive and
metis quality tests at the supplier end,all products are once again carefully scrutinized at the
restaurant.

Cold chain
The term cold chain descriptive the network for the procurement, warehousing, transportation
and retailing of food product under controlled temperatures. Mc Donald’s restaurants store
products to be used on a daily basis, within a temperature range of 18c to 4c. About 52%of our
food products need to be stored under conditions before they are used.

Trikaya Agriculture- supplier of Iceberg Lettuce

Implementation of advanced agriculture practices has enabled Trikaya to successfully grow
specialty crops like iceberg lettuce. Special herbs and many oriental vegetables. A specialized
nursery with a team of agriculture experts.

Vista Processed Foods Pvt.Ltd- supplier of chicken and vegitable range of

products
A joint with OSI Indsustries Inc, USA and Dominos India Pvt.Ltd vista processed foods pvt.ltd .
produce a range of frozen chicken and vegitables foods. A separate processing lines for cchicken
and vegitables foods.

Dynamix Diary- supplier of cheese

Dynamix has broughy immense benefits to farmers in Baramati, Maharashtra by setting up a
network of milk collection centers equipped with bulk coolers. Easy accessibility has enabled
farmers augment their income by finding a new market for surplus milk
Product Strategies

In order to achieve the desired rate of profits and growth a firm has to continuously adjust its
product and product mix to the changing needs and targets of the market.
This matching of product to the requirements of competition and buyers is known as product
strategy.

Some of the important product strategies, which firms adopt, are as follow:

1. Limited line strategy

This refers to the offering of one product or a small number of product to cater specific
market. The main benefits of its strategy is low cost of operations. However, it cannot
meet the requirewment of different types of customers in different markets.

2. Full line strategy

This ids also knows as broad line strategy, it implies the offering of a large number of
products to meet the requirement of different customers in different markets.

3. Trading up and trading down

Atahese are alternate or opposite strategies for expanding the product mix.
Trading up implies addition of some higher priced products to the existing product line of
lowered priced products for improving the sales of olds products.
Trading down refers to the addition of lower – priced to the existing higher priced product
to boost total sales.
FINDINGS AND RECOMMENDATIONS

Conclusion

Going through the analysis of response from the survey conducted, it is concluded
that Dominos is able to be and retain at top among all the fast food chains like Nirula;s
subway and burger king. Sbarro.
Dominos is also preffered over pizza hut, Mc Donald’s KFC

Dominos is providing its customers good quality food products.

Through not wide but its product line is quite impressive. It includes meals for both
vegetarian and Non vegetarian and satisfies both section of customers.

Dominos is also providing its customers a well provided and comfortable ambience.
It has been rated as very good bt its customers in terms of Taste and variety of food
And promptness of delivery

Dominos maintains its consistency in taste and quality.

Customers are also satisfied with its prices and promotional and advertising activities.

Aparices are affordable by all and Dominos also satisfied its customer by continuously
introducing value for money offers

Summarising all points we conclude that Dominos is growing fastly by satisfying its
customers by providing quality and maintaining consistency and also has an
impressive strategy of marketing the product in the form of marketing amaix
aealements.
Recommendations

The Recommendations to Dominos is to :

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like burgers.

3. Include more promotional and advertising measures to increases its sales or to increase
its market share.

4. They should also freeze their Ice creams at higher Temperature so that it does not get
melted so early.

5. The most important thing is that they should also pizzas without cheeses because today’s
generation is more Diet conscious and each and every pizza of Dominos is more oe less of
cheese so they should make pizza’s without cheese.

6. One thing more Dominos should start is giving customized waiter service instead of self-
services.

7. The soft Drinks provided in Dominos is more of Ice and less of cold Drink.
BIBLIOGRAPHY

Books referred:

Kotler P. (2004 ) Marketing Management: Analysis, Planning Implementation & control prentice
Hall of India, New Delhi

Christopher G and Horold W Bukman

Marketing management c.b,Gupta

Websites referred:

www.wikipedia.com
www.dominos.co.in
www.google.com
websites of different fast food restaurants.