Introduction

Entered India in 1996 with an agreement with Vam

Bhartia Corp.
First outlet was opened in Delhi.
Dominos had the largest network in the fast food
segment in India with 101 outlets across 40 cities
Dominos had a tie up with the real estate consult
Richard Ellis to help with locations. It was looking at
non traditional outlets like large corporate offices,
railway stations, cinema halls and university campuses
Blue Print

7 PS
Product
Price
Promotion
Place
Process
People
Physical evidence
Product
Dominos offers customization of pizzas to suite
customers taste
Allows users to select different size, crust and toppings
Making numerous possible combinations
Different options like extra cheese triple chesse and
veg topping gives added value
Additional variety of pizzas are available in different
geographical regions to suite the local taste
Price
Dominos sold a 12 pizza for Rs265
The target market consumer for India are value
sensitive, not price sensitive
Dominos offers come back value to their customers
The high price was attributed to the high quality of
ingredients used
Increase in competition from pizza hut made dominos
introduce price cuts and discounts to attract the
customers



Promotion
Celebrities like Paresh Rawal, Anupam Kher, Arshad
Warsi in various fun act adds to target Indian audience
Target audience is a consumer who belongs to the age
group 14-35 yrs from economic class A or B
Promotional campaigns Hungry kya? and The pizza
delivery express
30 minutes campaign- offers customers free pizzas if
they are not delivered in 30 minutes from time of
order
Discount coupons serves as major promotional tool
driving sales

Place
Dominos has a largest network of outlets across the
world
First store opened in Delhi in 1996
Covers 90 cities including tier 2 and 3 cities
Strategically placed in big corporate areas,
universities, malls and other places where they target
customers hang out frequently
Customers can find the nearest outlet through the
website

People
Recruiting young, dedicated and enthusiastic
employees
Appropriately trained for delivering the service
Personality development sessions
Provide them with various facilities such as medical
help, consultation, bonuses etc
Employee, customer, servants



Process
Self service system
Hungry hotline facility
Keep in mind the health and hygiene
Domino's pizza India also boosts about which commitment
to serve its customers on time by implementing the 30
minutes or FREE service commitment
Dominos constantly strives to develop products that suite
the taste of its customers
Dominos believes strongly in the strategy of think local
and act regional

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