SERVICE MARKETING MIX: “DOMINO’S”

INTRODUCING DOMINOS

•Dominos in India.•The first Domino's Pizza store in India opened in January 1996, at New Delhi. •Domino's has been very well accepted by the Indian market.•Domino's Pizza was born in the US in 1960.

An expanded marketing mix for services

Customers PricePlace & Time

Promotion

Product (service)People Process

Physical evidence

Customers PriceCustomersPlace

4Ps OF MARKETING MIX

• PRODUCT

• PRICE

• PROMOTION

• PLACE

3Ps OF SERVICING MIX

• PEOPLE

• PROCESS

• PHYSICAL EVIDENCE

PEOPLE

• Recruiting young, 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.

• Domino’s 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.

The Services Marketing Triangle

Internal Marketing

Interactive Marketing

External Marketing

CompanyCompany(Management)(Management)

CustomersEmployees

“enabling thepromise”

“delivering the promise”

“setting thepromise”

INTERNAL MARKETING

• Young and enthusiastic team.

• Domino’s vision.

• Bonus scheme incorporating profit.

• “What’s up Dominos” session.

EXTERNAL MARKETING

• Home delivery specialist.

• Dominos bring out the 'WOW' effect.

• Domino’s serve its customers on time.

• Every order is hand-made.

INTERACTIVE MARKETING

•Dominos promises their customers safe n friendly service with free home delivery.•Domino’s heat wave.•Domino’s Pizza strives to be the best pizza delivery company in the world.

•The concept of 4Ps are followed by Dominos.•Delivers more than just hot pizzas.