EXECUTIVE SUMMARY

A project report on containing the marketing research on ―CUSTOMER SATISFACTION

TOWARDS DOMINO‘S PIZZA, In Ch. Dadri city‖ is a partial fulfillment in requirement of MBA
3 rd semester in Kedarnath Aggarwal Institute of Management , Ch. Dadri. The aim of modern
business is to satisfy the customers and they‘re by to earn profile. In the modern market ‗consumer is
the king‘ so the producer fate is decided by the action of the consumer i.e. by either buying the
product or rejecting it. This report makes analysis of customer satisfaction towards Domino‘s pizza, in
Ch. Dadri city. It is based on both primary and secondary data. Secondary data has been collected
from internal as well as external sources. Survey method is used for collecting primary data. Survey
is conducted with the help of questionnaires. This is widely used because of its business. The
purpose of survey research is to facilitate understanding or enable prediction of some aspects of
behavior of the population being surveyed.

Domino‘s Pizza is an American restaurant chain and an international franchise pizza delivery
company. The company started its origin in 1960 and now known to be the second largest pizza chain
in the United states after Pizza Hut. The parent company is headquartered in Michigan, US and
maintains the overall control on the sourcing and supplying of raw materials to other franchises.

Here is a brief marketing plan of the company that explains where the company stands out in the
market and how it can remain sustainable in the years to come.

Objectives of this project report are to know the Customer Satisfaction towards the Domino‘s Pizza
and also to know popularity of the brand

Scope of the study is that the products involve high efficiency and high-quality products. But the
scope of this project is limited to 150 respondents to the study of customer attitude towards Domino‘s
Pizza and the area of study has been restricted to Ch. Dadri city.

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Project report data is collected through primary and secondary data

a) Primary Sources
 Survey with Questionnaire

 Observation

b) Secondary Sources
 Journals, Articles, etc.

 Websites

Dominos is providing its customers good quality food products. It has been rated as ‗very good‘ by its
customers in terms of Taste and Variety of food andpromptness of delivery.

Dominos maintains its consistency in taste and quality.

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

Prices are affordable by all and Dominos also satisfies its customers by continuously introducing
value for money offers

The Recommendations to Dominos is to:

Include more items in its product line like burgers.

One Thing more Dominos should start is giving Customized waiter Services instead of Self Services.

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CHAPTER - 1

INTRODUCTION

FAST FOOD INDUSTRIES

The fast food industry is on a high as Indians 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 consumption patterns, especially in terms of food. An increasing
number of international fast food chains rushing to India is because all of them see tremendous
potential in for this type of business. The large upwardly mobile population in the urban areas tend to
eat out more often or business or for leisure.

The various players operating in India are the well established Indian chains like Nirula‘s. In addition to
these, apparently some of the best known international food chains are looking at India. 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 convert their first trials 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 and
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 surprisingly varied, giving the small size of the

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market.

- For most, targeting children seems the right strategy.

- Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as working on
establishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, 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. Fruit and vegetable processing, which
is currently around 2 per cent of total production will increase to 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 household names, more are on their way.

The Market Scenario

India among top 10 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.

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

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INTRODUCTION OF THE COMPANY

The domino‘s brand was founded in the United States of America in 1960 by Thomas Monaghan.
Since then, that business has grown into a global network of over 8,500 pizza stores in more than 60
countries, involving over 2,000 franchises. Over its 49-year history, domino‘s has developed a simple
business model 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.

Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee for India and
Nepal, of domino's pizza international inc., of U.S.A. Moreover, the company holds the master
franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary.

Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union territories (as on
31st august 2009). According to the India retail report 2009, dominos are the largest pizza chain in
India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in
terms of number of stores.

On May 13, 1983, Domino‘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 had 1,000 international
locations. 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 company named
David A. Brandon Chairman and Chief Executive Officer. Involved in day-to-day operations of the
company. A year later, the company named David A. Brandon Chairman and Chief Executive
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Officer.

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 the
Domino's Pizza 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 rolled out its online and mobile ordering sites. In 2001 the
company's 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' disaster
relief effort.

Leading industry publication Pizza Today magazine named Domino‘s Pizza "Chain of the Year" in
2003.

Domino's pizza constantly strives to develop products that suit the tastes of its consumers and hence
delighting them. Domino's believes strongly in the strategy 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 flavors suitable to the taste buds of Indian consumers. Further, providing value for money at
affordable products to the consumers 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 Bread Bowl Pasta, and recently debuted its
‘Inspired New Pizza‘- a permanent change to its core hand-tossed product, reinvented from the crust
up with new sauce, cheese and garlic seasoned crust.

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KEY INFORMATION

 Type - Public (NYSE: DPZ)

 Founded - Ypsilanti, Michigan, U.S. (1960)

 Headquarters - Ann Arbor, Michigan, U.S.

 Founder - Tom Monaghan

 Chairman & CEO - David Brandon.

 Industry -Restaurants

 Products Pizza - · sandwiches ·pasta · chicken wings ·desserts

 Employees - 145,000

 Website- www.dominos.com

Domino‟s Pizza India Limited

Jubilant Food Works Limited, a Jubilant Bhartia Group Company holds the Master Franchisee Rights
for Domino‘s Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has been listed on the
Indian bourses recently. Prior to Sep 24, 2009, the company was known as Domino‘s Pizza India
Limited and underwent a name change, rest of the 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 India has

grown into a countrywide network of more than 364 stores (as on 31st 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 multinational fast food chain between 2006-2007 and 2008-2009 in
terms of number of stores.

Over the period since 1996, Domino‘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
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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 committed to bringing fun, happiness and convenience to lives of our
consumers by delivering delicious pizzas to their doorstep and our efforts are aimed at fulfilling this
commitment towards a large and ever-growing customer base.

Domino‘s constantly strives to develop products that suit the tastes of our consumers and hence
delighting them. Domino‘s believes 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, toppings and
flavors suitable to the taste buds of Indian Consumers. Further providing value for money and
affordable products to our consumers has been an important part of our efforts. Our initiatives such as
Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable
and value for money meal option.

Our Brand Positioning of „Khushiyon ki Home Delivery‟ (Happiness Home delivered) is the
emotional benefit we offer to our consumers. All our efforts, whether it is a new innovative and
delicious product, offering consumers value for money 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.

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.

2015
Domino's Pizza Timeline

1960

Tom Monaghan and his brother, James, purchase "Dominick‘s," a pizza store in Ypsilanti, Mich.
Monaghan borrowed $900 to buy the store.

1966

 James Monaghan trades his half of the business to Tom for a Volkswagen Beetle.

1965

 Tom Monaghan, the sole owner of company, renames the business "Domino's Pizza, Inc."

1967

 The first Domino's Pizza franchise store opens in Ypsilanti, Mich.

1968

 Company headquarters and commissary are destroyed by fire. The first Domino's store
outside of Michigan opens in Burlington, Vt.

1975

 Amstar Corp., maker of Domino Sugar, institutes a trademark infringement lawsuit against
Domino's Pizza.

2016
1978

The 200th Domino's store opens.

1980

 Federal court rules Domino's Pizza did not infringe on the Domino Sugar trademark.

1983

The 1,000th Domino's store opens.

 Domino's first international store opens in Winnipeg, Canada.

 The first Domino's store opens on the Australian continent, in Queensland, Australia.

1985

 Domino's opens 954 units, for a total of 2,841, making Domino's the fastest-growing
Pizza Company in the country.

 The first Domino's store opens in the United Kingdom, in Luton, England.

 The first Domino's store opens on the continent of Asia, in Minato, Japan.
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1988

 The first Domino's store opens on the South American continent, in Bogota, Colombia.

1989

 Pan Pizza, the company's first new product, is introduced. Domino's opens its 5,000th store.

1990

 Domino's Pizza signs its 1,000th franchise.

1992

 Domino's rolls out bread sticks, the company's first national nonpizza menu item.

1993

 Thin Crust pizza is rolled out nationwide.

 The company discontinues the 30-minute guarantee and re-emphasizes the Total Satisfaction
Guarantee: If for any reason you are dissatisfied with your Domino's Pizza dining experience, we
will remake your pizza or refund your money.

1994

 Buffalo wings are rolled out in all U.S. stores.

1995

First store opens on African continent, in Cairo, Egypt.

 Domino's Pizza International opens its 1,000th store.

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1996

 Domino's launches its website (www.dominos.com).

 Domino's rolls out flavored crusts, for limited-time-only promotions, nationally for the first time
in company history.

 The company reaches record sales of $2.8 billion system-wide in 1996.

1997

 Domino's Pizza opens its 1,500th store outside the United States, opening seven stores in one day
on five continents simultaneously.

 Domino's Pizza launches a campaign to update the company logo and store interiors with brighter
colors and a newer look.

1998

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.

 Domino's Pizza opens its 6,000th store in San Francisco, Calif., in April.

 Domino's Pizza founder, Tom Monaghan, announces his retirement to pursue other interests, and
gives up ownership of the company to Bain Capital Inc.

2019
1999

 David A. Brandon is named Chairman and Chief Executive Officer of Domino's Pizza.

The company announces record results for 1999, with worldwide sales exceeding $3.36 billion.
Revenues increased 4.4 percent over 1998.

2000

 Domino's Pizza International opens its 2,000th store outside the United States.

 Domino's Pizza celebrates 40 years of innovation and delivering pizza to homes around the
world. During the past four decades, Domino's has paved the way for businesses involved in food
delivery, employing practices that have set the standard in the industry.

 Domino's Pizza announces record results for 2000. Worldwide sales exceed $3.54 billion.

Revenues increased 5.3 percent over 1999.

2001

Domino's 7,000th store opens in Brooklyn, N.Y.

 Domino's introduces Cinna Stix®, a new permanent dessert item, to its menu.

 Domino's launches "Get the Door. It's Domino's." advertising campaign.

 Domino's launches two-year national partnership with the Make-A-Wish Foundation® of

America.

 Domino's stores in New York City and Washington, D.C., provide more than 12,000 pizzas to
relief workers following the September 11 tragedy. Domino's establishes a team member
2020
matching funds program to financially assist the American Red Cross and donates $350,000 to
 the Disaster Relief Effort.

 Domino's Pizza International division establishes Domino's first regional resource center with the
majority stake purchase of the franchise in the Netherlands, setting the stage for expansion on the
European continent.

 Domino's Pizza announces record results for 2001. Worldwide sales exceed $3.78 billion.
Revenues increased 6.8 percent over 2000.

2002

 In February 2002, Domino's Pizza acquires 82 franchised stores in the Phoenix, Ariz., market,
making it the largest store acquisition in the company's history.

 In August 2002, Domino's kicks delivery up a notch with the introduction of Domino's Pizza
Buffalo Chicken Kickers™ and marks 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
Domino's Philly Cheese Steak Pizza.

2004

Domino's announces a three-year partnership with St. Jude Children's Research Hospital. St. Jude
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was selected as Domino's "charity of choice" by franchise owners and team members.
 Domino's launches Domino's Cheesy Dots™, delicious round balls of dough covered in a blend
of zesty melted cheeses.

 Domino's becomes an associate sponsor for the Drive for Diversity program, a minority driver
development program designed to provide a steady pipeline of well-trained and supported
minority drivers for the NASCAR circuit.

 Domino's Pizza Inc., the recognized world leader in pizza delivery, becomes a publicly traded
company on the New York Stock Exchange (NYSE) in July 2004, under the new ticker symbol
DPZ.

2005

 Domino‘s Pizza celebrates the completion of the three-year renovation of its World Resource
Center in Ann Arbor, Mich. The renovation marks the first major improvement to the company‘s
world headquarters since Domino‘s founder Tom Monaghan opened the sprawling Domino‘s
Farms office complex.

 Domino‘s Pizza Australia opens its 400th store in Aspley, Brisbane.

 Domino‘s Pizza in the United Kingdom celebrates the opening of its 400th store in Wadsley
Bridge, Sheffield.

 Domino‘s raises $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 Cheeseburger Pizza in conjunction with its
appearance as a featured task on the NBC hit reality show, ―The Apprentice.‖

2022
2006

Domino‘s celebrates the opening of its 8,000th store with simultaneous celebrations of the opening of
its 5,000th U.S. store in Huntley, Ill., and its 3,000th international store in Panama City, Panama.

 Domino's indefinitely extends its relationship with St. Jude as its national charitable partner.
Domino's raises $1.34 million for St. Jude during its third annual Thanks and Giving® campaign.

 Domino‘s Pizza introduces Brownie Squares — warm, delicious, bite-sized brownies delivered
with a fudge dipping sauce.

2007

Domino‘s rolls out online and mobile ordering.

 Domino‘s introduces OREO® Dessert Pizza—a thin dessert-style crust that‘s layered with vanilla

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 is ranked in the Top 10 for the ninth time in Entrepreneur magazine‘s annual listing of
great franchise opportunities.

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2008

 Domino‘s becomes the largest sandwich delivery company overnight when it launches a line of
oven baked sandwiches.

 Domino's launches a food delivery industry first: Domino's Tracker™. This revolutionary
technology allows Domino's Pizza customers to follow the progress of their order online, from
the time they click the "Place Order" button (or hang up the telephone), until the order is
delivered.

2009

At year‘s end, Domino‘s scraps its 49-year-old pizza recipe and launches its ―new and inspired
pizza‖ with an unusual advertising campaign.

 Domino‘s introduces American Legends, a line of premium pizzas featuring toppings such as
roasted red peppers, spinach and feta cheese.

2010

In March, Domino‘s Pizza opens its 9,000th store worldwide, with dual celebrations in New Delhi,
India and New Orleans, La.
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 Bain Capital sells its interests in Domino's Pizza.
 Domino's raises $2.7 million during the 7th annual St. Jude Children's Research Hospital Thanks
and Giving campaign, marking the largest single charitable donation in the company's 50-year
history.

 Domino‘s Pizza celebrates its 50th anniversary in December.

2011

 Pizza Today Magazine names Domino's its "Chain of the Year" for the second straight year –
making the company a three-time overall winner, and the first pizza delivery company to receive
the honor in back-to-back years.

 Domino's continues to revamp its menu, launching a new recipe for Buffalo wings and Boneless

Chicken, a new line of Domino's Artisan™ Pizzas using premium ingredients and two new bread
sides – Stuffed Cheesy Bread and Parmesan Bread Bites.

 Patrick Doyle is named No. 1 Best CEO of 2011 by CNBC.

 Domino's Pizza is recognized as the Official Pizza of the NCAA® and Official Pizza of

NCAA® March Madness®. The partnership lasts from 2011-2013.

2012

Domino's unveils its new logo and 'Pizza Theater' store design ... marking a significant change in the
customer experience at Domino's!
2025
 Domino's debuts its ordering app for Android phones. This, in addition to its existing iPhone app
 which debuted in 2011, offers a Domino's mobile ordering app to more than 80 percent of smart
phones.

 Domino's Pizza debuts its mobile ordering technology to Amazon's Kindle Fire by launching the
Domino's Pizza app into the Amazon Appstore for Android. This marks the company's first
appearance in the Amazon Appstore for Android and the company's first Android tablet app.

 In August, Domino's launches its "Ultimate Delivery Vehicle" design competition – a campaign
as unique as anything in its 52-year history. Pizza lovers and car enthusiasts are asked to help
Domino's revolutionize the pizza industry by contributing to the design of the Ultimate Delivery

Vehicle – something Domino's fans and customers could see as part of the delivery experience in
the future. Stay tuned!

 Domino's debuts the biggest product launch since the redesign of its core hand-tossed pizza,
launching its Handmade Pan Pizza in September. Made from fresh, never-frozen dough, the

terrific product marked Domino's entry into the pan pizza scene in a big way!
Domino's opens its 9,999th store with a celebration in Carlsbad, Calif. Days later,

 Domino's celebrates the opening of its 10,000th store in Istanbul, Turkey.

2013

Domino‘s launches Pizza Profiles on dominos.com. The enhanced online ordering profile platform
gives customers the ability to save information and record their favorite order in as little as five
clicks, or about 30 seconds.

 Domino‘s opens its first Thailand store in Bangkok.

2026
 Domino‘s updates its revolutionary Domino‘s Tracker® with a new experience exclusive to
customers who order Handmade Pan Pizza.

 Domino‘s introduces a pilot program in one Salt Lake City store that let customers watch their
orders being made live via a webcam. Five webcams were placed in the store‘s kitchen for the
entire month of May.

 Domino‘s launches a new ordering app for Windows Phone 8. The new app added voice
capabilities and allows customers to pin their current order directly to their Start screen, which

allows direct access to track an order using Domino‘s Tracker®.

 Domino‘s debuts its ―Second Hand Logos‖ program on Pinterest. The program encouraged artists
to recycle old Domino‘s logo materials (from signage and closing to store materials) into pieces
of art.

 Domino‘s launches a unique campaign highlighting franchisee success stories. The campaign
featured franchisee Reece Arroyave‘s story from handing out fliers to becoming a business
owner. More than 90 percent of current Domino‘s Pizza franchisees in the U.S. started off as
delivery drivers or pizza makers.

 Domino‘s opens its first ever ‗Pizza Theater‘ store in New Orleans, La.

2014

Domino‘s introduces its new Specialty Chicken – a delicious combination of toppings, sauces and
cheeses layered over 12 bites of lightly breaded, 100 percent whole breast white meat chicken.
Specialty Chicken comes in four unique flavors: Crispy Bacon & Tomato, Spicy Jalapeno-Pineapple,
2027
Classic Hot Buffalo and Sweet BBQ Bacon.
 Domino‘s unveils its ordering app innovation using Ford SYNC® AppLink™ System.
Customers, who have a Pizza Profile on their Domino‘s mobile app, as well as the Ford SYNC
in-car connectivity system, will be able to use Ford SYNC to place their saved ―Easy Order‖ in
just a few simple, voice-activated steps.

 Domino‘s starts accepting payment via Google Wallet.

 Domino‘s releases its new iPad® ordering app, which puts pizza at the center of everything –
including updated, mouthwatering food photography and a newly created, more realistic custom
pizza builder.

 Domino‘s opens its 11,000th store in the world in Brantford, Ontario, Canada.

 Domino‘s launches an online group ordering tool which makes ordering pizza for large parties
and group gatherings easy.

 Domino‘s kicks off voice ordering for its iPhone® and Android™ apps.

 Domino‘s opens its first store in Kenya.

2028
Domino‘s DXP™ (Delivery Expert), a specially designed and built pizza delivery vehicle three years
in the making, is launched across 25 markets in the U.S. The car can hold up to 80 pizzas and
features a warming oven located behind the driver‘s door, as well as storage areas designed for easy
loading and unloading of pizzas and other menu items.

 Domino‘s launches Any Ware, a suite of innovative technology that allows customers to order in
more ways and on more devices than ever before. Customers can order via text, tweet, Samsung
Smart TV®, Ford SYNC® AppLink™ system, the Android Wear smart watch app, Pebble®
smart watch app, or via voice ordering with Dom.

 Domino‘s raises $5.2 million during the 11th annual St. Jude Children‘s Research
Hospital Thanks and Giving campaign, marking the largest single charitable donation in the
company‘s history.

 Domino‘s Event Center opens at St. Jude Children‘s Research Hospital in Memphis, Tenn. The
flexible event space can be used for hospital fundraising events, patient and family activities, and
entertainment.

 Domino‘s opens in six new international markets: Cambodia, Azerbaijan, Republic of Georgia,
Portugal, Italy and Belarus.

 Domino‘s celebrates the grand opening of its 12,000th store in the world – in Oklahoma City –
by presenting a $12,000 check donation to the Boys and Girls Clubs of Oklahoma County.

 Domino‘s launches Marbled Cookie Brownie – a warm and gooey blend of milk chocolate chunk

cookie and fudge brownie that is baked in the oven and cut into nine pieces.
Domino‘s introduces Piece of the Pie Rewards, a loyalty program that provides

 Exclusive members-only discounts, bonus offers and perks.

 Domino‘s celebrates its 55th anniversary in December.

Domino‘s launches salads in all stores across the U.S. They come in three varieties: Classic Garden,
Chicken Caesar and Chicken Apple Pecan.

 Domino‘s opens its 1,000th store in India.

 Domino‘s unveils the following additions to its line of Any Ware technology: Amazon
Echo, AppleWatch, zero-click ordering, Face book Messenger and Google Home.

 Domino‘s rolls out a second wave of DXP delivery vehicles across the U.S., bringing the total
number of

DXPs to 155.

Domino‘s celebrates the grand opening of its 13,000th store in the world. The store is located in
Auburn, Wash. – just outside of Seattle.

Early years

In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging
trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in
favor 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 1,000th 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 company named David A.
Brandon Chairman and Chief Executive Officer.

Current era

In 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the opening
bell at the New York Stock Exchange and the company began trading common stock on the NYSE
under the ticker symbol "DPZ".

Industry trade publication Pizza Today magazine named Domino's Pizza "Chain of the Year" 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, 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
rolled out its online and mobile ordering sites. In 2009, Domino's introduced 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, Texas, 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 Rails back.

In a 2009 survey of consumer taste preferences 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 ad campaign in which consumers were filmed criticizing
the pizza's quality and chefs were shown developing the new product. The new pizza was introduced
that same month, and the following year, Domino's 50th anniversary, the company acquired J. Patrick
Doyle as its new CEO experienced a historic 14.3% quarterly gain. While admitted not to endure, the
success was described by Doyle as one of the largest quarterly 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, specialty and custom pizzas available in a variety of crust styles and
toppings. Additional entrees include pasta bread bowls and oven-baked sandwiches. The menu offers
chicken side dishes, breadsticks and salads, as well as beverages 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 customers preferred
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 toward bite-size foods with spicy Buffalo Chicken Kickers, as
an alternative to Buffalo wings, in August 2002. The breaded, 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 Steak
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 toward 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 once again branched out into non-pizza fare, offering oven-baked sandwiches in
four styles, intended to compete with Subway's toasted submarine sandwiches. Early marketing for
the sandwiches made varied references 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, featuring 40% more
cheese than the company's regular pizzas, along with a greater variety of toppings. That same year,
Domino's began selling its Bread Bowl Pasta entree, 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 Hofstadter Bluffs Visitor
Center near Mount St Helens.

In 2010, the company changed its pizza recipe "from the crust up‖, making significant changes 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, formerly and president 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 Counsel. Domino‘s operations are overseen by a board of directors led by
Brandon. Other members of the board are Andrew Balson, Diana Cantor, Mark Nunnelly, 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' disaster relief effort. [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 was well known for its advertisements featuring The Noid. That
concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the television
commercials that they created. The catch phrase associated with the commercials was "Avoid the
Noid."

Due to a glitch on the Domino's website, the company 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 though and resulted in the free giveaway of the
pizzas across the United States after someone discovered the promotion on the website by typing in
the word "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 Indianapolis 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 NASC

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 great taste
and choices in 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 President/General Counsel

 Dennis F. Hightower – Director

 Robert M. Rosenberg – Director

COMPETITORS

Major players in this field:

 Pizza hut‘s

 Papa John's Pizza

1. Pizza Hut

Pizza Hut is the largest pizza restaurant 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 exists as an endeavor to create
a major share of these profitable markets first before spreading to other markets. Pizza Hut is one of
the largest pizza brands. Further, all new outlets in India would be franchisee owned resulting from
the smooth functioning of the existing stores which are all franchisee owned. Hence, the same
arrangement will be followed in the future to ensure growth-oriented result.

2. Papa John's Pizza

Papa John's Pizza is the world‘s largest pizza restaurant chain. The headquarters of the company is
located in Addison, Texas, USA. Pizza Hut is a subsidiary of Yum! Brands, Inc. Yum! Brands own
approximately 34,000 restaurants, delivery-carryout units, and kiosks in 100 countries. Pizzas in the
pizza hut come out in 4 different sizes: personal, small, medium and large. Apart from pizza 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 munches, jalapeño peppers, que papas potato bites filled with cheese and jalapeño flavor, a
basket of taters or tater tots and fried apple pies.
THEORETICAL BACKGROUND
CAPTER-2

SWOT ANALYSIS
PEST ANALYSIS

⚫ Political Factors:

 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 employment, pollution and taxation apply on the
organization which it has to abide

• Economical Factors

 Increasing per capita income is a good sign as the the purchasi.ng power increases.

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

 With a change in socio-economical status of Indian population (expanding middle-class) there

lies a huge potential of the untapped segments

 Social Factors

 Domino‘s Pizza is a multinational company and has originated from America

So the organization is overwhelmed by western culture.

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

 Every country has cultural norms, values, beliefs and religion which can affect the
organization.

 In India, Domino‘s has been associated with the NGO‘s devoted to the cause of under
privileged children‘s. Domino‘s conducts Store Educational Tour (SET) for the
underprivileged children time-to-time.

 Technological Factors

 With the new age technology baking and production is more cheaper and easier, hence,
efficient.

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

 Computer based customer data that is MIS (managing information system) helps in collecting
customer data, daily transactions, future forecasting and decision making
 Porter‟s five forces model

Dominos 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 entrants 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 discount offers. Much young crowd
flock their restaurants 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 dominos have to rethink their strategies so as
to retain their customers. They have to constantly differentiate their services 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 restaurant

• Mc Donald‘s

• Barista

• Cafe coffee day

• Chinese restaurants (mainland china)

Largely it depends upon the customers what they want to have. Generally it is assumed that when
people dine outside, they think of having pizza at least 25% of time. Thus if the brand 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

Dominos 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 such lower prices. Thus the muscle power of dominos 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 costs or reduce the
operational costs to recover. Failing to do this will make the company into losses or to lose out in the
industry.

 Trends in the Indian market

Marketing to children

Fast food outlets in India target children‘s as their major customers. They introduce varieties of
things that will attract the children‘s attention and by targeting children‘s they automatically target
their parents because children‘s are always accompanied by their parents.

Low level customer commitment

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

Attracting different segments of the market

Fast food outlets are introducing varieties of products 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 foods arose from the changes in the economic conditions.

1. Many women or both parents now work.

2. There are increased numbers of single-parent households

3. Long distances to school and work are common

4. There‘s often not enough time or opportunity to shop carefully for groceries, or to cook and eat
 with one‘s family. Especially on weekdays, fast food outside the home is the only solution.

Customer Satisfaction through 4P‟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”

Marketing mix is a term used to describe the combination o 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 decisions in the ‗4 Ps‘.Four
major ingredients of marketing mix are:

1. Product

A product is any good or service that consumers want. It is a bundle of utilities or a cluster of
tangible and intangible attributes. Product component 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
needs of the target market. In short, product mix requires decisions with regard to

(a) Size and weight of the product (b) Quality of the product (c) Design of the product

(d) Volume of output (e) Brand name (f) Packaging (g) Product range (h) Product testing.

2. Price

Price is an important factor affecting the success of a firm. Pricing decisions 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 firm 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. Promotion

Promotion component of the marketing mix is concerned with bringing products to the knowledge of
customers and persuading them to buy. It is the function of informing and influencing the customer.
Promotion mix involves decisions with respect to advertising, personal selling and sales promotion.
All these techniques help to promote the sale of products and to fight the competit ion 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 necessary.
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 one ideal
product, type of customers, the promotion 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 decisions relating to the wholesale and
retail outlets or channels 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 goods 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
continuously evaluate channel performance and make changes whenever performance falls short of
expected targets. In addition, management 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 regard to the mode of transporting of goods
to middle- men, use of company vehicles or both.
Product Mix (Dominos Product Mix)

As explained 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 section we will study the product mix of Dominos

Product line of Dominos includes the products offered for sale, i.e. the range of food products offered
to the customers.

The product breadth or number of products offered by Dominos can be classified as:

1) Vegetarian products

2) Non vegetarian products

3) Beverages

4) Deserts

5) Add-ons

Vegetarian products include: Non-Vegetarian products 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 this shows the wide product range of Dominos. Besides that the quality of Dominos according to
the survey and general findings, is consistent throughout the 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 family. We seek out fresh lettuce and tomatoes, quality buns and
potatoes, select poultry and fish and wholesome dairy products. Despite extensive and meticulous
quality tests at the supplier end, all products are once again carefully scrutinized at the restaurant.

Cold Chain

The term Cold Chain describes the network for the procurement, warehousing, transportation
and retailing of food products under controlled temperatures. McDonald‟s restaurants store
products to be used on a daily basis, within a temperature range of 18ºC to 4ºC. About 52% of
our food products need to be stored under these conditions before they are used.

Trikaya Agriculture - Supplier of Iceberg Lettuce

Implementation of advanced agricultural 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 agricultural experts.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products

A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed Foods
Pvt. Ltd. produces a range of frozen chicken and vegetable foods. A Separate processing lines for
chicken and vegetable foods.

Dynamic Diary - Supplier of Cheese

 Dynamic has brought 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
products and product mix to the changing needs and targets of the market.

This matching of products to the requirements of competition and buyers is known as product
strategy.

Some of the important product strategies, which firms adopt, are as follows:
1) Limited Line Strategy:

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

2) Full Line Strategy:

This is also known as broad line strategy, it implies the offering of a large number of products to
meet the requirements of different customers in different markets.

3) Trading up and trading down:

These 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 old products.

Trading down refers to the addition of lower-priced products to the existing higher priced product to
boost total sales.

Price Mix

Price and Pricing strategies:

Price is the key element of marketing mix because it relates directly to the generation of total
revenue. The term pricing policy refers to a systematic approach to pricing of different

Products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan
defining the initial price range and the planned price movements through time that the firm will use
to achieve its marketing objectives. Pricing policy includes not only the determination of base prices
but also the terms and conditions of sale.

Company pricing policies:

The price must be consistent with company pricing policies. Many companies set up a pricing
department to develop policies and establish or approve decisions. The aim is to

Ensure that the salespeople quote prices that are reasonable to customers and profitable to the
company.
Now a day‘s most companies follows buyer based pricing. They are basing their prices on the
product‘s perceived value. They see buyers‘ perception of value, not the seller‘s cost, as the key to
pricing. The company using perceived-value pricing must establish the value in the buyers‘ mind
concerning different competitive offers.

Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to
reduce the price gradually as competitors enter the market.

The initial high price serves to skim the cream of the market, that is, relatively insensitive to price.
This approach to pricing is, in effect, an experimental search for the right price and it may result in a
market-determined price. This method starts with a high price and moves the price downward by
steps until the right price is reached.

Initially Dominos charged high price than what is being charged now. But now it introduces new
schemes for value of money.

Place Mix (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 decisions relating to the wholesale and

retail outlets or channels 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.

Dominos distribution centers are wide, located in every area of India.

Dominos has Dine-in restaurant, Drive-Thru..

Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south
India.
72 restaurants in North & East India: with

 32 in Delhi

 20 in Uttar Pradesh – Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru), Kanpur
(2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)

 10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4), Karnal (1)

(Highway and Drive - Thru), Panipat (1)

 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru), Jalandhar
(1), Patarsi (1) (Highway and Drive - Thru)

 2 in Rajasthan - Jaipur (2)

 1 in Uttaranchal - Dehradun (1)

 1 in West Bengal – Kolkata (1)

50 restaurants in West & South India:

 30 in Maharashtra – Mumbai (22), Pune (7), Nasik (1)

 7 in Gujarat – Ahmadabad (4), Vadodara (2), Surat (1)

 6 in Karnataka – Bangalore(6)

 4 in Andhra Pradesh – Hyderabad (4)

 3 in Madhya Pradesh – Indore (3)

For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and by
year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director,
dominos India.

The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping
malls and Cineplex‘s, besides at residential areas with significant footfalls. India recently won the
tender for setting up an outlet each at railway stations in Mumbai and Jaipur. In Delhi, the chain will
mark its presence through an outlet at the ambitious Delhi Metro Rail Corporation project, expected
to be operational by year-end. And if all goes according to plan, another dominos outlet could come
up at Delhi's Nizammuddin railway station.

The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating
shortly. The chain's other three highway restaurants are located on the Delhi-Agra highway, the
Delhi-Ludhiana highway and the Mumbai-Pune highway.

Promotion Mix

Promotion is a process of communication with the potential buyers involving information, persuasion
and influence. It includes all types of personal or impersonal communication with customers and
intermediaries.

Promotion mix refers to the combination o various promotional tools used by a business firm to
create, maintain and increase demand. It involves an appropriate integration of advertising, personal
selling, sales promotion and publicity.
CHAPTER 3

RESEARCH AND METHODOLOGY

OBJECTIVES OF THE STUDY

The objectives of the project can be summarized under the following points:

 To do customer value analysis which includes identifying the major attributes that customer‘s
value in a fast food chain restaurant, assessing the quality of the different attributes.

 To study the FMCG 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 working in India

SCOPE OF THE STUDY

Most of the companies want to know about the customer satisfaction, because normally they had
made a huge amount of investment to make the product known to the customers. In order to know the
effectiveness of sales and customer satisfaction can be made through the particular survey. If the
customers are not satisfied they would switchover the other products it is very difficult to bring back
those customers to make purchase and encourage them to make a word of mouth.

The area of study is limited to the segment selected within Ch. Dadri. This study is mainly confined to
the customer satisfaction only.

LIMITATION OF THE STUDY

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

 Scope of project is limited in the sense that only Dominos has been taken for consumer
 research.

 The extent of the survey was New Delhi only. So the suggestions or arguments given in the
report may not hold true for other locations in India.

 Questionnaire method involves some uncertainty of response. Co-operation on the part of

informants, in some cases, was difficult to presume.

 It is possible that the information supplied by the informants may be incorrect.

Research Design

 The controlling plan for a marketing research study in which the methods and procedures for
collecting and analyzing 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 on 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 occurring.

project is limited to 50 respondents to the study of customer attitude towards Domino‘s Pizza and the
area of study has been restricted to Ch. Dadri city.

Project report data is collected through primary and secondary data.

SOURCES OF DATA COLLECTION

c) Primary Sources
 Survey with Questionnaire

 observation
d) Secondary Sources
 Journals, Articles, etc.

 Websites

Primary sources

The primary data was collected through questionnaires. They were filled using 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 statistical 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 investigation is very often referred to
as raw data. In the collection of primary data, a good deal of time, money and energy are
required.(Sample size)

The following are the method of collecting primary data:

 Collection directly by personal investigation.

 Collection indirectly by oral investigation.

 Collection by questionnaires and schedules.

 Collection from statistical reports of correspondents and from local sources.

Secondary sources

The secondary sources were used only for collecting information regarding the sample; 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 central, state ,or local governments

 Publication of foreign governments

 Technical and trade journals

 Books , magazines and newspapers

CHAPTER 4:

DATA ANALYSIS

Analysis of Questionnaire

Q1. Do you love Outdoor eating?

Yes No

20%

20% NO

80% YES

80%
Out of the Sample of 50, following results were obtained

 80% of the people agreed that they love Outdoor eating a lot.

 20% of the people said that they don‘t like Outdoor eating

Q2. How frequently do you visit Dominos?

Once a week More than once a week once a fortnight

Once a month Less than once a month

Population

30
25
25
20
15 Population
10 8 7
5 5
5
0
Once a More than Once a Once a Less than
Week Once a Fortnight Month Once a
Week Month

Out of the sample of 50, following results were obtained:

 25 informants said that they visit Dominos once in a fortnight. This section of people is 50% of
the total sample.

 8 informants said that they visit more than once in a week i.e. 16% of the people surveyed.

 7 said that they visit once in a month. They are 14% of the people surveyed.

 5 persons each said that they visit once a week and less than once a month respectively. They are
20% of the people surveyed.

Q3. Restaurants preferred by customers

Restaurant No. of persons

Preferred

Dominos 17

Pizza hut 15

McDonalds 10

KFC 3

Nirula‘s 5
 17 out of 50 persons surveyed preferred Dominos over any other restaurant, i.e. 34%.

 15 persons preferred Pizza hut, i.e. 30%.

 10 persons preferred McDonalds‘s, i.e. 20%

 3 persons preferred KFC, i.e. 6%

 5 persons preferred Nirula‘s, i.e. 10%

This survey conveys that there is a tough competition between Dominos, Pizza hut and McDonalds,
kfc and burger king.

Q4. Is Dominos ambience comfortable and well provided?

Views No. of persons

Strongly Disagree 1

Disagree 1

Neither agree 7

Agree 38

Strongly Agree 3
 No. of persons

45
40
35
30
25
No. of
20
15 Persons
10
5
0
Strongly Disagree Neither Agree Strongly
Disagree Agree Agree

Regarding the Comfortability of Dominos,

38 persons out of 50 surveyed agreed that its ambience is comfortable i.e. 60%

 7 persons neither agree nor disagree i.e. 20%

 3 persons strongly agreed i.e. 15%

 1 person each disagreed i.e. 5%

Q5. Does Dominos maintain consistency in its taste and quality?

Views No. of persons

Yes 43

No 7
 14%

Yes
No

86%

This question shows whether Dominos maintains consistency in taste and quality of its food products.

86% of the persons surveyed agreed that Dominos maintains consistency in its taste and quality while
14% disagreed.

Q6. Are you satisfied with the prices charged by Dominos?

Views No. of persons

Very satisfied 9

Satisfied 35

Not satisfied 6
 6 9
0
1
2
3

35

This question deals with the pricing of Dominos‘ food products.

Out of 50 persons surveyed.

 35 are satisfied with the prices charged i.e. 55%

 9 are very satisfied i.e. 30% and

 6 are not satisfied i.e. 15%

Q7. Do you find the promotional measures adopted by Dominos effective?

Views No. of persons

Very effective 7

effective 27

Not effective 16
 No. of persons

30
25
20
15 No. of persons

10
5
0
Very effective Effective Not effective

This question deals with whether the promotional measures adopted by Dominos are effective or not.

Out of 50 persons being surveyed:

 7 persons find it very effective i.e. 10%

 27 persons found it effective i.e. 50% while

 16 persons doesn‘t find it effective i.e. 40%

Q8. How would you describe your eating experience at Dominos?

Experience No. of Persons

Excellent 4

Very Good 17

Good 25

Poor 4
 No. of persons

25

20

15

10 No. of persons

0
Excellent Very good Poor Good

This question describes the eating experience at Dominos.

Out of 50 persons being surveyed:

 4 describe their eating experience as excellent i.e. 15%

 17 as very good i.e.20%

 25 as good i.e. 50% and

 4 as poor i.e. 15%

Q9. Have you ever called for home delivery of products from dominos?

Yes No

20%

Yes No
80%
Q10. If yes do they have delivered their product in half an hour?

Yes No

Yes No
90%
CHAPTER - 5

FINDINGS AND RECOMMENDATION

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 preferred over Pizza hut, McDonald‘s and KFC.

Dominos is providing its customers good quality food products.

Though not wide but its product line is quite impressive. It includes meals for both Vegetarian and
Non-Vegetarian and satisfies both sections of customers.

Dominos is also providing its customers a well provided and comfortable ambience.

It has been rated as ‗very good‘ by 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.

Prices are affordable by all and Dominos also satisfies its customers by continuously introducing
value for money offers

Summarizing 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
products in the form of Marketing Mix Elements.

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 increase 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 sell pizza‘s without cheese because today‘s
generation is more Diet Conscious and each and every pizza of Dominos is more or less of cheese
so they should make pizza‘s without cheese.

6. One Thing more Dominos should start is giving Customized waiter Services instead of Self
Services.
 APPENDICES
QUESTIONNAIRE

Dear Respondent,

I Usmankhan kulkarni, student of Govt First Grade Collage Ranebennur, Doing my project on
―Customer Satisfaction Towards Domino‘s Pizza, In Ch. Dadri city‖. I would be grateful to you if
you could kindly cooperate with my work for better of my knowledge

Name ____________

Phone no __________

Q1. Do you love Outdoor eating?

Yes No

Q2. How frequently do you visit Dominos?

Once a week More than once a week once a fortnight

Once a month Less than once a month
Q3. Restaurants preferred by customers?

Dominos
Pizza hut
McDonalds
KFC

Nirula‘s

Q4. Is Dominos ambience comfortable and well provided?

Strongly disagree
Disagree

Neither agree
Agree

Q5. Does Dominos maintain consistency in its taste and quality?

Yes
No

Q6. Are you satisfied with the prices charged by Dominos?

Yes
No

Q7. Do you find the promotional measures adopted by Dominos effective?

Very effective
Effective

Not effective
Q8. How would you describe your eating experience at Dominos?

Excellent
Very Good

Good
Poor

Q9. Have you ever called for home delivery of products from dominos?

Yes
No

Q10. If yes do they have delivered their product in half an hour?

Yes
No

Q11.What do you suggest to make domino‟s pizza healthier?

____

____

Q12.How do you think the domino‟s pizzas can give you a highly satisfying and
Enjoyable experience?
 BIBLIOGRAPHY

Books referred:

Kotler P. (2004) ‗Marketing Management: Analysis, Planning, Implementation & Control‘, Prentice
Hall of India, New Delhi

Christopher G and Harold 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.