consumer satisfaction of dominoz by neha.docx

8/14/2019 consumer satisfaction of dominoz by neha.docx

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onsumer Satisfaction in Dominos Pizza India Limited

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COMPANYSPROFILEDOMINOS PIZZ INDI LIMITED

Type Public (NYSE: DPZ)

Industry Restaurants

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

Headquarters Ann Arbor, Michigan, U.S.

Key people Tom Monaghan, Founder; J. Patrick Doyle, CEO

Products Pizza, sandwiches, pasta, chicken wings, desserts

Revenue Increase $1.425 billion USD (2008)

Employees 145,000

Website www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) 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 and has nearly 9,000 corporate and

franchised stores in 60 international markets and all 50 U.S. states.

Domino's Pizza was sold to Bain Capital in 1998 and went public

in 2004. The menu features pizza, pasta, oven-baked sandwiches,

wings, boneless chicken, salads, breadsticks, cheese sticks, and a

variety of dessert items.
http://www.dominos.com/http://www.dominos.com/http://www.dominos.com/


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Company Background-

In 1960, Tom Monaghan and his brother, James, purchased Domi

Nick's, a small pizza store in Ypsilanti, Michigan. The deal was

secured by a US$75 down payment and the brothers borrowed

$500 to pay for the store. Eight months later, James traded his half

of the business to Tom for a used Volkswagen Beetle. As sole

owner of the company, Tom Monaghan renamed the business

Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza

franchise store opened in Ypsilanti. The company logo was

originally planned to add a new dot with the addition of every new

store, but this idea quickly faded as Domino's experienced rapid

growth. By 1978, the franchise opened its 200th store.

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 it s first international store, inWinnipeg, Manitoba, Canada. The 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


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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 ChiefExecutive Officer.

Current Scenario-

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


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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 per year. As of September 2006, it

has 8,238 stores which totalled 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'snational phone ordering service 1 -800-DOMINOS has been Kevin

Railsback.

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.


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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 Range-

The current Domino's menu features a variety of Italian-Americanentrees 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 deliver y. 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 opt ion.


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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 Yorkstyle pizza.


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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

war m fudge. Domino's promoted the item by flying in 1,000 cakes

to deliver at Hoffstadt Bluffs Visitor Centre 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.

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


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University of Michigan in January 2010, remains chair man.

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.

A make line at dominos


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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 Centre and The Pentagon. Through a

matching funds program, the corporation donated $350,000

to the American Red Cross' disaster relief effort. 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


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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 commercialswas "A 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 inthe 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 andpromised 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


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Michael Waltrip Racing and driver David Reutimann

during the 2007 season in the NASCAR Sprint Cup Series.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that

customers would receive their pizzas within 30 minutes of

placing an order, or they would receive the pizzas free. The

guarantee was reduced to $3 off in the mid 1980s. In 1992,

the company settled a lawsuit brought by the family of an

Indian woman who had been killed by a Domino's delivery

driver, paying the family $2.8 million. In 1993, Domino's

settled another lawsuit, this one brought by a woman who

was injured when a Domino's delivery driver ran a red light

and collided with her vehicle. The woman was paid nearly

$80 million. The guarantee was dropped that same year

because of the "public perception of reckless driving and

irresponsibility", according to Monaghan.


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In December 2007, Domino's introduced a new slogan,

"You Got 30 Minutes", alluding to the earlier pledge but

stopping short of promising delivery in a half hour. 30


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minutes guarantee for hot and delicious pizza or free.


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Four Ps in Dominos Pizza India Limited

1.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:

Vegetarian products Non vegetarian products Beverages Deserts

Vegetarian Products:

o Veg. Cheese Pizzao

Veg. Onion Pizzao Feast Pizza

Non-Vegetarian Products:

o Simply Chicken Pizzao

Non-Veg. IoNon-Veg. II

Beverages:

o Cold CoffeeDesserts:

o Soft serve cone


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o Hot serveso Soft drinkso Shakes

o Choco lava cake

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.

That's how Dominos plan their product range. Food quality is key

at Dominos. Thats why theytake pride in the foods they serve 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


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at the restaurant. Our immaculate standards of quality allow for

nothing but the best to reach your tray.

Cold Chain:The term Cold Chain describes the network forthe procurement, warehousing, transportation and retailing of

food products under controlled temperatures.

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- separate processing line for

chicken and vegetable foods.

Dynamix Diary - Supplier of Cheese:

Dynamix 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


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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 oneproduct 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 Ids also known as broad linestrategy, 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 oropposite strategies for expanding the product mix. Trading up

implies addition of some higher priced products to the


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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.

2.Price Mix-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 pr ice 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 toensure that the salespeople quote prices that are

reasonable to customers and profitable to thecompany.

Now-a-days, most companies follow buyer based pricing. They are

basing their prices on the Products perceived value. They see


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buyers perception of value, not the sellers 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.

3.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.


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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:-

o 72 restaurants in North & East India: 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)

o 50 in west and south India: 30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1) 7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1) 6 in Karnataka - Bangalore(6) 4 in Andhra Pradesh - Hyderabad (4)


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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 newrestaurants 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,

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 chains

other three highway restaurants are located on the Delhi-Agra

highway, the Delhi- Ludhiana highway and the Mumbai-Punehighway.


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4.Promotion Mix-Promotion is a process of communication with the potential

buyers involving information, persuasion and influence. Itincludes all types of personal or impersonal communication with

customers and intermediaries.

Promotion mix refers to the combination of 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.


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Relation of McKinsey 7S model

with Dominos

Let's look at each of the elements specifically in relation with

Dominos

Strategy: The plan devised to maintain and build competitive

advantage over the competition.

Dominos successfully has been able to maintain the over theyears. They have used the effective strategies to maintain the

consistency in the market for their survival.

Structure: The way the organization is structured and who reports

to whom. Dominos has been able to maintain the structure and the

disciplinary approach. The all things are in accordance and the

customer is given a special attention and satisfaction.

Systems: The daily activities and procedures that staff members

engage in to get the job done.

Shared Values: Called "super ordinate goals" when the model was

first developed, these are the core values of the company that are

evidenced in the corporate culture and the general work ethic.

Style: The style of leadership adopted.

Staff: The employees and their general capabilities.

Skills: The actual skills and competencies of the employeesworking for the company.


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COMPETITORS INFORMATION:

Major players in this field: -

1)Papa JohnsPizza2)Nirulas3)Pizza hut4)KFC5)Mc Donalds

These day working executives are busy a lot they dont have the

spare time to cook food due to their high this possible income and

ever increasing arperalional levels they prefer to it out at this fast

food outlets (McDonalds, Nirulas, Pizza Hut) where they

find the match according to their asperitional level.

1.Papa Johns Pizza-Papa John's Pizza (NASDAQ: PZZA) is

the third largest take-out and delivery

pizza restaurant chain in the United

States, behind Pizza Hut and Domino's Pizza. It is based in

Louisville, Kentucky. Papa John's slogan is Better Ingredients.

Better Pizza."


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Internationally, there are over 3,300 Papa John's establishments,

including over 2,600 in the U.S. and more than 500 in over 30other countries. Papa John's primarily takes carryout and delivery

orders, although some stores have tables and chairs. Papa John's

offers online ordering throughout the United States, automatically

assigning all registered customers to the closest location.

2.Nirulas-

Established in 1934, Nirulas today is a

diversified group having a chain of

elegant Business hotels, Waiter service

restaurants, Family style restaurants, Ice Cream parlors, pastry

shops and food processing plants in India. The chain with

over 60 outlets operating in 5 states successfully caters to the

Indian palate of over 50000 guests every day or over 70 years.

The restaurants serves a wide variety of multi-cuisine

foods, both western and Indian including pizzas,

burgers, chana kulcha, saag-roti and much more! Ice cream

parlors offer an extensive range of exciting and innovative ice

cream flavors with one new flavor added every month. Nirulas

pastry shops are a one-stop shop for bakery and confectionary

items.


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3.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 theseprofitable 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 results. The data written

below represent what Pizza Hut is all about and gives a brief

profile of the company.

4.KFC-KFC Corporation (KFC), founded and alsoknown as Kentucky Fried Chicken, is a chain of

fast food restaurants based in Louisville,

Kentucky, in the United States. KFC has been a brand and


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operating segment, termed a concept of Yum! Brands since 1997,

when that company was spun off from PepsiCo as Tricon Global

Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads

and sandwiches. While its primary focus is fried chicken, KFC also

offers a line of grilled and roasted chicken products, side dishes

and desserts. Outside the USA, KFC offers beef based products

such as hamburgers or kebabs, poutine, pork based products such

as ribs and other regional fare.

The company was founded as Kentucky Fried Chicken by Colonel

Harland Sanders in 1952, though the idea of KFC's fried chicken

actually goes back to 1930. Although Sanders died in 1980, he

remains an important part of the company's branding and

advertisements, and "Colonel Sanders" or "The Colonel" is a

metonym for the company itself. The company adopted KFC, anabbreviated form of its name, in 1991. Starting in April 2007, the

company began using its original name, Kentucky Fried Chicken,

for its signage, packaging and advertisements in the U.S. as part of

a new corporate re-branding program; newer and remodeled

restaurants will have the new logo and name while older stores will

continue to use the 1980s signage. Additionally, Yum! continues

to use the abbreviated name freely in its advertising.


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5.Mc Donalds-McDonald's Corporation (NYSE: MCD) is the

world's largest chain of hamburger fast food

restaurants, serving more than 58 million

customers daily. In addition to its signature

restaurant chain, McDonalds Corporation

held a minority interest in Pret A Manger until 2008, was a major

investor in the Chipotle Mexican Grill until 2006, and owned the

restaurant chain Boston Market until 2007.

A McDonald's restaurant is operated by a franchisee, an affiliate,

or the corporation itself. The corporation's revenues come from the

rent, royalties and fees paid by the franchisees, as well as sales in

company-operated restaurants. McDonald's revenues grew 27%

over the three years ending in 2007 to $22.8 billion, and 9%

growth in operating income to $3.9 billion.

McDonald's primarily sells hamburgers, cheeseburgers, chicken

products, French fries, breakfast items, soft drinks, shakes, and

desserts. In response to obesity trends in Western nations and in

the face of criticism over the healthiness of its products, the

company has modified its menu to include alternatives considered

healthier such as salads, wraps and fruit.


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CURRENT ISSUESMiddleby Marshall, the world leader in conveyor ovens, has beenawarded the 2008 Excellence in Partnership Award from Dominos

Pizza India, Ltd. This is the third consecutive year Middleby has

received the award.

Middleby Marshall has partnered with Dominos India since their

first pizza store opened in New Delhi in 1996. Today, India is the

fastest growing country in the Dominos network.

"We are honored to receive this award from a true partner and the

very innovative team at Dominos India," said Middleby Marshall

President Mark Sieron. "Our ovens have helped Dominos

establish a reputation in India for being the home delivery

specialist capable of delivering pizzas within 30 minutes to a

community of loyal customers from its entire chain of stores

around the country."

Industry data confirms people across India are consuming more

than three million pizzas a month and the monthly sales figures are

projected to double in the next four years across India. Since

inception, Domino's Pizza India Ltd. has proceeded to become one

of the largest and fastest growing international food chains in

South Asia. Today, Domino's Pizza India has grown into a


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countrywide network of over 220 outlets in 42 cities and is the

leader in the fast food delivery segment. Ever since it was

established, Domino's Pizza India has maintained its position of

market leadership with its constant product innovation. Customers

can order their pizzas by calling a single countrywide Happiness

Hotline. Domino's India was the first to start this type of

countrywide number for its customers. Currently Middleby

Marshall Ovens are installed in Dominos restaurants around the

world, cooking more than 1 million pizzas per day.

R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian

Development Foundation created awareness on TB to the members

of Dominos Pizza at four different stores in Mumbai on Saturday,

14th March. Dominos Pizza Stores at Vile Parle (West), Vile Parle

(East), Mahakali Caves Road and Chakala organized the awarenessprogram.


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Ajay Kaul, Chief Executive Officer of Domino's India (left) and Tarun

Bhasin, Domino's India Chief of Operations (right) present the

theDomino's India 2008 Business Partner of the Year Award to

Abhishek Azad of Middleby-Marshall India (center).


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INTRODUCTION TO THEPROBLEMStatement of the problemThis topic is about analyzing the satisfaction of the consumers

towards the services provided by Dominos Pizza India Ltd. It has

come through to give a clear cut idea to the market strategy, the

ways of how the marketing pattern of Dominos Pizza India Ltd is.

Its main aim is to find out the marketing strategy and pattern of


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Dominos Pizza India Ltd. in Bangalore and also how it properly

acts to attract customers to its enterprise.

The comprehensive statement of the problem can be state as AStudy on Consumer satisfaction of Dominos Pizza India Limited

in Bangalore city.

OBJECTIVES OF THE STUDY To do customer value analysis which includes

identifying the major attributes that customers value in a

fast food chain restaurant, assessing the quality of the

different attributes.

To shed light on different aspects that a service based foodchain must follow in order to increase its market share and

for being on a continuous growth stream.

To identify different activities that an aggressivecompany like Dominos follow in order to establish itself in

a local market and increasing sales by being in customers

mind and heart.

To know the consumer perception and Preference aboutDominos products.


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Scope of the studyThe study is exclusively conducted for consumers of Dominos

Pizza India Ltd. which are dispersed in different areas of

Bangalore city. As both organizational and personal consumers use

the product, their needs, preference, usage habit, post purchases

actions vary- Widely which in turn gave the study a wide and large

scope for analysis. The time frame of this study lasted for about 2

months i.e., February-March 2011.

Need/purpose of the studyThe study helps Dominos Pizza India Ltd. to appreciate the

factors leading to consumer satisfaction.

The study helps to understand consumers attitude towardsDominos Pizza India Limited services and products.

The study also helps Dominos Pizza India Ltd. to obtainsuggestions regarding improvement in the services

provided.


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FINDINGS OF THE STUDY

80% of the customers loved to dine outside their home. 50% of the respondents visit Dominos once a fort night

,followed by once a week, once a month and then more than

once a week.

34% of the respondents prefers Dominos, then followed bypizza hut, Mc. Donalds and KFC respectively.

86% of the customers felt that the taste and quality of the foodat Dominos Pizza remains same, whenever they visit.

55% of the customers are followed by the pricing and lessthan 20% are not satisfied.

50% of the respondents feel that the promotional measures areeffective only 40% felt that it is not.

52% recommended that Dominos should include morevarieties, then some of them suggested that there should be


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reduction in prices, then 26% and 10% suggested that

improve in quality and better promotion should be there.

50% consumers are satisfied with the eating experience inDominos only 15% felt bad about it.

70% of the customers are happy with the varieties which areoffered in the menu only 15% was not satisfied.

The 60% respondents are aware about the charity serviceswhich are taken under by the co. rest of them are in dark.

98% customers are satisfied with the hygiene factor atDominos.

39% of the respondents feel like to dine in the outlet and therest of 61% want to take away and enjoy their meal at outside

of the outlet.

100% respondents ordered for home delivery also in theirpast.

96% of the respondents got their home delivery packagewithin 30 minutes.

52% of the respondents feel the ambience of the outlet is goodand rest of them doesnt seem to be very happy.


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72% respondents liked to have non- vegetarian food and only28% turned up for vegetarian food in the outlet.


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As per the data analysis, 80% respondents love outdoor eating and

20% respondents like to dine at their homes.

As per the data analysis, 20% respondents visit once a week, 14%visit more than once a week, 16% visit once in a month and 50%

respondents visits Dominos once a fort night.

As per the data analysis of question 3, 34% prefer Dominos, 30%

respondents prefer Pizza Hut, 20% like Mc Donalds and the rest

16% go for KFC.

As per the data analysis, 86% respondents said there is a

consistency of taste and quality in the food at Dominos Pizza,

while 14% respondents did not agree upon this.

As per the data analysis, 55% respondents are satisfied with its

price, 30% are very satisfied, and 15% are not that much satisfiedwith the pricing.

As per the data analysis, 10% respondents think that the

promotional measures of Dominos is very effective, 50% think

its effective to a certain extent, while 40% do not the promotional

measures effective.

As per the data analysis recommendation to Dominos goes like

this : respondents who need more varieties are 52%, who want

reduction at the price are 12% , those who feel that the promotional


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strategy is not having the impact are 10% and who desires for

quality are 26%.

As per data analysis, the eating experience of 15% respondentswas excellent, 20% was very good, 50% good, and 15% poor.

As per data analysis, 70% respondents are very satisfied with the

varieties in menu, 15% are only satisfied, and 15% are not

satisfied.

As per data analysis, 60% are aware of the charity schemes while

40% do not know about the charity schemes of Dominos.

As per data analysis, 98% respondents said that the Dominos

Outlets are hygienic while 2% replied negatively.

As per data analysis, 39% respondents prefer to dine in the

dominos Outlets and the rest 61% prefer take away.

As per data analysis, 100% respondents have ordered for home

delivery from Dominos Pizza.

As per data analysis, 96% respondents said that they got the home

delivery within 30 minutes but 4% did not get within that time

limit.

As per the data analysis, 52% respondents liked the ambience and

48% did not.


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As per data analysis, 28% respondents said they prefer vegetarian

food and 72% prefer Non- vegetarian.


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RECOMMENDATIONSCONCLUSIONS

Dominos should use more aggressive marketing strategy toattract the customers.

Dominos should introduce some new dishes to pull thecustomers.

Dominos should work out on the ambience more forsatisfaction of the customers.


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Dominos should charge a little less to capture more market.Dominos should improve his quality of the pizzas to the new

heights.

Dominos should increase the veg. pizza portfolio also for theveggies.

They should open more outlets in the overcrowded areas.Dominos should use glass tumblers instead of disposable

one to serve the customers.

Washrooms should be maintained properly.The personnel should be more polite and well informativeDominos floors should be frequently cleaned.Better air-conditioning can be arranged in the outlet.Frequent feedbacks should be taken from the customers for

regular improvement.

And last but not the least it should introduce more properIndian style pizza to attract more INDIANS.


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BIBLIOGRAPHYObservationIndividual pre and post program feedback

forms through questionnaires.

Interviewing and mailingText book

Consumer behavior-Appahnahiah, Reddy

& Ramnath

Websites www.google.com www.dominos.co.in www.wikipedia.in www.answers.com
http://www.google.com/http://www.google.com/http://www.dominos.co.in/http://www.dominos.co.in/http://www.wikipedia.in/http://www.wikipedia.in/http://www.answers.com/http://www.answers.com/http://www.answers.com/http://www.wikipedia.in/http://www.dominos.co.in/http://www.google.com/

Documents

consumer satisfaction of dominoz by neha.docx