Competitor

Analysis

Product Life Cycle

Group 5:
E006 Nikhil Asrani
E011 Akash Bajpai
E012 Shiva Barisal
E025 Monil Gupta
E047 Ancy Peter

Competitors - QSR
Direct Competitors
Pizza Hut
Smokin Joes
Papa Johns

Indirect Competitors
McDonalds
KFC
Subway

The quick service restaurant (QSR) sector is one of the

sectors that has managed to grow even during the
economic slowdown

QSR market will more than double to around Rs 7,000

crores by 2015-16 , driven largely by new store additions
and its online presence

Dominos research shows customers buy pizza 21 times

each year, it gets six or seven of those orders. Hence, it
invests more on online reach and uses it to crush its
competitors

The company has mobile ordering apps to cover about 95%

of smartphones, and says it generates $2 billion in global
digital sales per year of which 35% is driven by mobile.

Market Share Analysis

Huge
Delivery
Segment

30- minute
Delivery Frame

Social Media
Expansion

From an average of four stores every

year in its first four years of operation,
Domino's expanded to more than 100
outlets in 10 months across 30 cities

201
2

201
3

Direct Competitors Plan

and Counter Attack by
Dominos
Pizza Hut
Dominos India

Pizza Hut introduced Pastas soups,

salads and desserts.

Non pizza products like tacos and

Lebanese rolls

Pizza Hut to counter attack started

pizzas at Rs.29

Dominos launched Pizza starting at

Rs. 39

Pizza Hut operates through at least 8

different franchisees

Jubilant Food Works has exclusive

rights for the whole country

Devyani International executes the

marketing strategy with the support
of Yum!

Jubilant Foodworks decides the

marketing strategy and is approved
by Dominos International

Dough is prepared fresh in the

kitchens

Dominos uses prepared dough

distributed by third party network

Lifetime contract with Pepsi Co

Catching up in home delivery with

Pizza Hut Delivery Stores (PHD)

Renewable agreements with Coca

Cola

Fine dining restaurants with good

ambience and service

Market Leader with 30 minute

delivery promise

Very limited seating space

Pizza Hut
Strengths
Specializes in Italian food
Better food quality
Ambience at outlets
Innovative products like Pan pizzas, and special offers

Weakness
High prices
Lesser reach in Tier-II and Tier-III cities
Low preference for Home delivery orders
Low social media engagement
Frozen dough

Counter Strategy
Driving the home delivery segment
Greater expansion into small cities and towns
Competitive discount offers
New and better recipe launch e.g. Pan pizzas in response to Pizza Huts
Fresh and hot prepared dough

McDonalds
Strengths
Strengths
Positioned itself
itself as
as aa family
family restaurant
restaurant
Positioned
Popular Happy
Happy meal
meal offerings
offerings with
with toys
toys and
and fun
fun books
books
Popular
Nutrition information
information chart
chart available
available for
for each
each ingredient
ingredient
Nutrition
Concepts like
like Ronald
Ronald McDonald
McDonald ,, birthday
birthday party
party cabins,
cabins, play
play places
places
Concepts
Efficient backward
backward integration
integration to
to ensure
ensure higher
higher standards
standards
Efficient

Weakness
Weakness
Lower
Lower penetration
penetration into
into Tier-II
Tier-II and
and Tier-III
Tier-III cities
cities
No
No options
options for
for customization
customization
Franchise
Franchise fees
fees is
is very
very high
high
High
High employee
employee turnover
turnover rate
rate

Counter
Counter Strategy
Strategy
Rolled
Rolled out
out Juniors
Juniors Joybox
Joybox with
with aa toy,
toy, priced
priced at
at Rs
Rs 99
99 for
for kids
kids
Expansion
Expansion into
into lesser
lesser known
known cities
cities and
and towns
towns
Efficient
Efficient home
home delivery
delivery system
system

KFC
Strengths
Strengths
Original
Original 11
11 herbs
herbs and
and spices
spices recipe
recipe (trade
(trade secret)
secret)
Combination
Combination of
of KFC
KFC Pizza
Pizza Hut
Hut and
and KFC
KFC Taco
Taco Bell
Bell (Yum!
(Yum! Brands)
Brands)
KFC
KFC as
as market
market leader
leader -- featuring
featuring chicken
chicken as
as their
their primary
primary product
product offering
offering
KFC
KFC has
has their
their most
most extensive
extensive meat
meat free
free menu
menu in
in India
India (So
(So Veg
Veg So
So Good
Good
menu)
menu)

Weaknesses
Weaknesses
High
High employee
employee turnover
turnover
Lacks
Lacks product
product innovation
innovation beyond
beyond chicken
chicken
Home
Home and
and online
online delivery
delivery available
available only
only in
in select
select stores
stores
Untrustworthy
Untrustworthy suppliers
suppliers

Counter
Counter Strategy
Strategy
Variety
Variety of
of food
food options
options in
in their
their menu
menu
Leader
Leader in
in online
online and
and mobile
mobile ordering
ordering and
and home
home delivery
delivery segment.
segment.
Offers
Offers customization
customization for
for their
their pizzas
pizzas
Dominos
Dominos has
has 749
749 outlets
outlets in
in India
India whereas
whereas KFC
KFC has
has 361
361

Consumer
Insights

Group 5:
E006 Nikhil Asrani
E011 Akash Bajpai
E012 Shiva Barisal
E025 Monil Gupta
E047 Ancy Peter

Who are the consumers?

Profession

Age Group
2%
23% 75%

16-25
26-45
46+

40%

3%
57%

Other
Student
Working

For Dominos, everyone is a customer irrespective of their age

or profession.
From Joy Box to Pan Pizzas, Dominos targets every segment of
the market.

What are they buying?

Age Group 16-25

18%

21%

62%

Burgers
Pizza
Sandwiches

Age Group 26-45

19%

12%
69%

Burgers
Pizza
Sandwiches

Students
20%

20%

60%

Burgers
Pizza
Sandwich
es

Working Professionals
14%

25%

61%

Among the 3 most often consumed fast food products,

Pizza seemed to be the universal winner among all age
groups and professions.

Burgers
Pizza
Sandwiches

Buying Patterns
Time of the Day

120
100
80

Burgers

60

Pizza

40

Sandwiche
s

20
0
Breakfast

Lunch

Dinner

What else do you order with pizza?

180
160
140
120
100
80
60
40
20
0

Garlic Bread

Cheese Dip

Cold Drink

Deserts

Chicken Delight

Pasta

Nothing

Buying Patterns
How often do you eat from Dominos?Whom do you most often eat Pizza with?

6%

35%

43%
16%

Once in 3
months
Once in a
fortnight
Once in a
month
Once in a week

6%
17%
10%
67%

Colleagues
Friends

Family
I dont need
anyone else to
eat my share

As the frequency of repeat business is maximum in the

range 30-90 days, Dominos can target these consumers by
providing them promotional offers and discount coupons
after a certain period of time rather than immediately.
Dominos can avoid opening more franchisees in office
campuses.
Also, Dominos should enhance on their existing concept of
Fun meal for 4 which is targeted mainly at family segments
to make it more appealing to a group of friends.

Consumer Perception
Dominos Influencers
Are you satisfied with Dominos complaint addressal system?

Are you aware of Dominos National Level Road Safety campaign?

20%
42%

Social Media
TV
Advertisements
Word of mouth

36%

91%

67%
Which brand comes to your mind when you think of pizzas?
193
33%
54

No Yes

9%
No Yes

Consumer Perception
Do you really think if Dominos doesnt deliver the pizza in 30 mins, they wil give it for free?

Are the pizzas hot and fresh when the order is delivered? Are Dominos products value for money?
88.00%

47%

53%
47%

53%

12.00%

No Yes

No

Yes

No

Yes

Consumer Perception
Service

Quality

1- Highly
Dissatisfied
2- Dissatisfied
41.90%
34.30%
3- Neutral
4- Satisfied
13.70%
5- Highly
7.80%
2.30%
Satisfied

44.71%
29.81%
16.86%
2.74% 5.88%

42.75%

25.88%

21.18%
6.27%

5.49%

Value for money

Ambience
24.31%

33.73%

23.53%
9.80%

7.06%

Suggestions &
Improvements
Price

18%

36%
17%

Quality
29%

Variety
Service/Ambie
nce

Some of the unique suggestions and improvements:

Stop being stingy with toppings. Your ad show something
completely different from what you deliver.
Come up with more variety like thin crust pizzas and yes veg
pizzas are too limited please come up with more options.
Take care of people who wish for fine dining experience apart
from those who wish for fast food.
Offer discount booklets to customers through social media
engagement.
Give coupons that are valid for a long time period.
They don't give the pizza free until you ask. So, you don't
always get the pizza free if not delivered in 30 minutes unless

STP &
Marketing Mix
Strategy

Group 5:
E006 Nikhil Asrani
E011 Akash Bajpai
E012 Shiva Barisal
E025 Monil Gupta
E047 Ancy Peter

Segmentation
Region
City
Rural and Semiurban areas

Lifestyle

Age Group
Family Income
Family Size
Geographic

Demograph
ic

Psychograp
hic

Behavioral
Occasion
Loyalty
User Status

Targeting
Dominos does not target any
specific market segment
Every person young or small, big or old,
who wants to eat pizza at home is their
customer
Makes their target group bigger and
better
Focuses

on consumers who want

affordable pizza quickly
Mainly consumers in18-35 age group
Family meals: Menu is apt for the
whole family
Provides quick and easy meal for
working couple
Offers tasty food at the comfort of
home by quick delivery system

Positioning Brand Building

Product

Physical
Evidence

Price

Process

Place

People

Promotio
n

Product Levels

Potential Product
Dine In & Delivery
Augmented Product
Variety of Pizza
Expected Product
Quality of Pizza
Basic Product
Pizza
Core Benefit
Fast Food

Road Ahead

Think

Global, Act Local

New Products
Tie up withTastyKhana
Pizza Theatre

Pizza Theatre

Thank You!