Service Management

DOMINOS

Presented byYogita Narkhede Roll no- 24

HISTORY

Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States.

Founded in 1960, Domino's is the second-largest pizza chain in the United States Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004.

HISTORY
INDIA

Domino's entered India in 1996 through a franchise agreement with Vam Bhartia Corp. The first outlet was opened in Delhi. With the overwhelming success of the first outlet, the company opened another outlet in Delhi. By 2000, Domino's had a presence in all the major cities and towns in India.

DOMINOS JUBILANT FOODWORKS

Jubilant foodworks limited, a jubilant bhartia group company holds the master franchisee rights for domino's pizza for India Jubilant went a step ahead by differentiating regions and applying the taste-factor accordingly. 70 % business of Dominos accounted for deliveries. They also made ordering simpler through a single toll-free number through out the country

LOCATION & MODEL

274 Locations in 55 cities across India.

In early 2000, Domino's came out with its own logistics model.
Domino's first decided the procurement strategy for its key raw materials. Domino's opened an outlet in every potential market, which fell enroute between the commissary in Delhi and Jalandhar, it prime sourcing base The same logic was extended to Shimla

SWOT
STRENGTH 1.More outlets even in smaller town 2.Less than 30 min Home delivery 3.Quick service at outlets 4.Customer satisfaction 5.Low price 6.Excellent offers 7.Good promotion OPPORTUNITY 1.Growing fast food market-scope for expansion 2.Introduce more varieties 3.Bigger outlets 4.Take away counters WEAKNESS 1.Lack of variety 2.Outlets lack space 3.Abience not up to expectations 4.No option for birthday parties and corporate lunches

THREAT 1.Emergence of Papa Johns-Worlds Pizza makers 2.Better quality and variety of competitor 3.No take away counters for Pizzas

DOMINOS

Adapting to economic environment Embracing Technology

Across Socio cultural barriers

Segmentation

DOMINOS VS PIZZA HUT POSITIONING

DOMINOS PIZZA HUT

POINTS FAST DELIVERY OF OF PIZZA DIFFEREN GOOD PIZZA AT NOMINAL CE PRICE

IN RESTAURANT DINING GREAT AMBIENCE & HIGHER PRICE

POINTS OF PARITY
THE MAIN FOOD GOOD SPEED OF MAKING AND SERVICE

VISION

SERVICE MARKETING MIX:

DOMINOS

An expanded marketing mix for services

People
Place & Time

Product (service)

Process
Price Price

Place

Customers Customers Customers

Promotion

Physical evidence

4PS OF MARKETING MIX

PRODUCT PRICE PROMOTION PLACE

3PS OF SERVICING MIX

PEOPLE PROCESS PHYSICAL EVIDENCE

PROCESS

Self service system.

Hungry hotline facility.

Keep in mind the health and hygiene.

Dominos Pizza India also boasts about its commitment to serve its customers on time by implementing the 30 MINUTES OR FREE service commitment. Domino's constantly strives to develop products that suit the tastes of its customers, Domino's believes strongly in the strategy of 'Think local and act regional'.

PHYSICAL EVIDENCE

Logo
Sample parking space. Good infrastructure. Use of modern technology equipments. Clean and friendly services.

7 PS OF MARKETING

Product
Core Product: Dominos provide pizza in different sizes and crusts offering a wide varieties of toppings Garlic Breads, Pasta, Chicken Wings, Calzone, Deserts Low Priced pizza called Pizza Mania Offers Kheema Do Pyazza Pizza, introduced keeping in mind the customers who like an Indian touch to their pizzas

Facilitating Element:
Information: They provide details about their product through the menu card which is also available online Order Taking: Orders are taken on phones, online and at the outlets providing personal attention to customers Billing: The billing amount is informed to the customers immediately after taking the order Payment: Coupon Redemption is done, accepts cash payment

Enhancing Element:
Provides home delivery service within 30 minutes otherwise gives it for free Regularly provide discount coupons to the customers

Price:
As compared to its competitors, Dominos pricing is low. It offers pizza ranging from Rs 35 Rs 400.

Place & Distribution:

It has around 300 outlets in 65 cities, in 22 states in India. The sites have been chosen keeping in view that all the stores are in and out of center location on retail and has good parking accessibility. Secondly the catchment area is of a specified minimum size and within a given drive time to the site. The type of distribution channel used by Dominos Pizza is the direct channel which is successful when there is an extremely large market that is geographically dispersed and when there are a large number of buyers, but a small amount purchased by each Customers can eat at the outlet or can have home delivery by

Promotion:
Regular advertisements in in newspapers, magazines, television and online Use of famous stars like Paresh Rawal, Arshad Warsi in advertisements Distributing door to door brochures Providing discount coupons & special customer membership coupons. Tied-up with Facebook and Twitter to enhance its network and target audience

People:
A team of over 6,000 enthusiastic and dedicated employees. Appropriately trained for delivering the service. Personality development and grooming sessions. Provide them with various facilities such as medical help, consultation, traveling facilities, perks and bonuses Team members are recognized and rewarded based on ability and merit for their contributions

Process:
Self service system. Hungry hotline facility Keep in mind the health and hygiene 30 MINUTES OR FREE service commitment. Domino's believes strongly in the strategy of 'Think local and act regional'.

Physical Evidence:
Logo Good infrastructure Use of modern technology equipment Clean and friendly services

SERVICE MARKETING TRIANGLE

Company (Management)
Internal Marketing
enabling the promise

External Marketing
setting the Promise

Employees

Customers
Interactive Marketing
delivering the promise

INTERNAL MARKETING Training is provided for young and enthusiastic team Incentives are awarded for maximum delivery within 30 minutes Bonus scheme incorporating profit Uniforms are provided to the employees with a Dominos logo There is also an Employ of the month award which encourages them

EXTERNAL MARKETING

Regular advertisements on print and electronic media communicating their message Provide the opportunity of online booking system Provide discount coupons and menu with every delivery Dominos has also tied-up with Facebook & Twitter for promotion Promise is made of their quality and 30 minutes delivery system through advertisements

INTERACTIVE MARKETING
Incentives encourage the employees deliver their promise of delivery within 30 minutes Employees serve the customers well and take their orders promptly Employees also make aware their customers about the different offers which help in saving their money and build a trust factor

Reliability:
Customers rely on Dominos for free home delivery within 30 minutes as promised Customers rely on the Quality and Freshness of the food being served.

Assurance:
Customers of Dominos are assured that the employees will attend them sincerely and take their queries well. The employees always give assurance to their customers that they would be delivered the food within 30 minutes and that too hot and fresh.

Tangibles:
The ambience of Dominos outlets is such that when a customer enters he gets a feel of it. The packaging of food items is very good which keeps the food hot and crisp until it reaches the destination. The ovens used are of the latest technology. For the convenience of customers, Dominos provide plastic cutleries with the delivery. It offers discount coupons with every purchase with the menu card It also offers special customers membership coupons. The pizza delivery boys are always neatly and professionally dressed.

Empathy:
The employees at Dominos give undivided attention to the customers while attending them and taking their order. They provide extra information to their customers related to the discounts and other offers which help in saving their money. They always handle the complaints with care and positive attitude. They help consumers looking for an affordable and value for money meal option

Responsiveness:
Being a responsible organization, Dominos keep on informing the customers about their changed and new menu items through advertisements. Dominos understands that it is their responsibility to deliver their customers within 30 minutes which they are expecting.

CONCLUSION

Dominos is known for their best services. We can summarize the whole that Employees behavior is the major factor, which influences the customer perception most about the pizza outlets while they are followed by environment, parking space, internal, and external factors. Dominos commitment to home delivery pizzas has kept them up to the mark and at the same time kept a good customer loyalty. Domino's is a powerful global brand. Significant, ongoing investments in advertising result in broad consumer awareness Dominos are the No.1 pizza delivery company Largest share of pizza delivery channel They have a large and growing international presence. They operate a profitable, value-added supply chain system. Ensures quality and consistency

THANK YOU.