Growth strategy for dominos Acknowledgement Making this project was collaboration process. I have many people to thanks for their generous support. First of all I would like to express my deep appreciation and gratitude to Mr. SHRIDHARAN MENON, Director of our college, in developing my skill, potentials, and my ability with her valuable and precious interest and consideration. My thanks to Prof. PALSH PATIL, Project Guide, of opening her archives and providing valuable advice and co-operation for this project . I wish to convey my gratitude to Prof .RUPALI MORE our coordinator, for giving her care patience and unfailing support to me. I offer special thanks to my friends & family for their instant support and DOMINOS PIZZA for providing information and helping me in time of need towards this project. I would also like to keep on record my sincere thanks to our office staff, for their kind co-operation and support at every stage of the project. [Type text] Page 1
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Growth strategy for dominos
Acknowledgement
Making this project was collaboration process. I have many people to thanks for their
generous support. First of all I would like to express my deep appreciation and gratitude to Mr.
SHRIDHARAN MENON, Director of our college, in developing my skill, potentials, and my
ability with her valuable and precious interest and consideration.
My thanks to Prof. PALSH PATIL, Project Guide, of opening her archives and providing
valuable advice and co-operation for this project .
I wish to convey my gratitude to Prof .RUPALI MORE our coordinator, for giving her care
patience and unfailing support to me.
I offer special thanks to my friends & family for their instant support and DOMINOS
PIZZA for providing information and helping me in time of need towards this project.
I would also like to keep on record my sincere thanks to our office staff, for their kind co-
operation and support at every stage of the project.
And last but not the least, the almighty god, for motivating me to continue the hard work for
successful completion of the project.
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Growth strategy for dominos
MARKET REASERCH ON
DOMINO’S PIZZA
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INDEX
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SR.NO CONTENTS PAGE .NO
1. EXECUTIVE SUMMARY 7
2. INTRODUCTION TO DOMINOS PIZZA INDUSTRY
9
A) INDIAN PIZZA MARKET SCINARIO 10
B) DOMINO’S ENTRY INTO INDIA 11
C) MARKET SHARE OF PIZZAS 12
3. OVERVIEW ON PIZZA HUT INDUSTRY
13
4. CONCEPT OF HUNGRY KYA! 17
5. DOMINOS VISION 19
6. SWOT ANALYSIS 22
7. COMPARISON OF MCDONALD & DOMINO’S
25
A) STRATEGY FOR DOMINOS 26
8. PRODUCT LINE 28
9. MARKETING STRATEGT 45
10. COMPETATIVE STRATEGY 49
11. RESEARCH ANALYSIS 50
12. CONCLUSION 54
Growth strategy for dominos
EXECUTIVE SUMMARY
INTRODUCTION:
The purpose of this project is increase the market share of dominos pizza inc. India market
Increasing the additional innovative product line will help to create opportunities.
This will help to maintaine the top position of dominos in Indian market
OBJECTIVE & AIM
The main objective is to devising the strategy for business growth by acquisition of new
customer base
Devising medium to long term growth strategy for dominos in context of Indian market
RESEARCH METHODOLOGY
Research is the most vital component for any study as proper method of research could avail us
the right data for correct conclusion the research methodology will be:
Comparing McDonald product line & business growth with dominos existence business. what
is the serving strategy of McDonald and how to maintain the business environment.
STRATEGY
Use the strategy of McDonald low end product segment which is help in growing the acquisition
of new customer base for dominos pizza.
Comparing the various product line of pizza industry with domino’s and develop the innovative
product line with competitive price.
Dominos establishing the new dine-in facility with innovative product for acquisition the new
customer base.
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INTRODUCTION OF DOMINOS PIZZA
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INTRODUCTION OF DOMINO’S PIZZA
Domino's Pizza India Ltd. was incorporated in March 1995 as the master franchisee for India
and Nepal, of Domino's Pizza International Inc., of USA. Moreover, the company holds the
master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.
Shyam S. Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the promoters
of the company
Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and
fastest growing international food chains in South Asia. The first Domino's Pizza store in India
opened in January 1996, at New Delhi. Today, Domino's Pizza India has grown into a
countrywide network around 250 outlets in 49 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 and maintenance of stringent service standards.
More importantly, it has established a reputation for being a home delivery specialist capable of
delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain
of stores around the country. Customers can order their pizzas by calling the countrywide
Happiness Hotline - 1800-111-123 and 44448888 which is valid only for NCR, Delhi, Mumbai
and Bangalore.
Domino's vision is focused on "Exceptional people on a mission to be the best pizza delivery
company in the world! " Domino's is committed to bringing fun and excitement to the lives of
our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its
strategies are aimed at fulfilling this commitment towards its large and ever-growing customer
base.
Domino's constantly strives to develop products that suit the tastes of its customers, thereby
bringing out the Wow effect (the feel good factor). Domino's believes strongly in the strategy of
'Think local and act regional'. Thus, time and again Domino's has been innovating toppings
suitable to the taste buds of the local populace and these have been very well accepted by the
Indian market.
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INDIAN PIZZA MARKET SCENARIO
During the 90’s there was trend of globalization and liberalization wherein Indian consumers
was exposed to the western world and he was ready to experiment with the its cuisine
At this point of time the pizza market of country was in its infancy. Though the market potential
for this category was very high, only a few regional fast food restaurant supplied pizzas to the
consumers at local level.
But at the present pizza market in its growth period with lot of brand competing at the national
level to grab a sizable chunk of this big cake
DOMINO’S ENTRY INTO INDIA
Dominos managed to hit the iron when it was RED HOT
During the liberalization phase there was no international chain of pizza outlet in country and
dominos was an instant hit
After testing the success in the American and Europian continent, dominos had case it’s eyes on
the Indian sub continent and landed in January 1996 in New Delhi
However, it soon realized that Mumbai was the commercial capital as well as the image builder
of the country. Hence in February 1997 it opened it’s first Mumbai outlet at Lokhandwala,
Andheri
Soon, its spread to the other cities of the country before opening its first express store inside
Infosys, Banglore in 1999.
In 2001, dominos pizza India ltd also acquired the franchising rights for Srilanka, Bangladesh
and Nepal. Today dominos has 30 outlet in and around Mumbai and 350 all over India
MARKET SHARE OF PIZZA INDUSTRY
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MARKET SHARE IN DELIVERY SYSTEM
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OVERVIEW OF PIZZA HUT INDUSTRY
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Origin of Country: U.S.A.
The legacy of Pizza Hut began in 1958, when two college students from Wichita, Kansas, Frank
and Dan Carney, were approached by a family friend with the idea of opening a pizza parlor.
Although the concept was relatively new to many Americans at that time, the brothers quickly
saw the potential of this new enterprise.
Pizza Hut, Inc., a division of Trion Global Restaurants, Inc., has more than 7,200 units in the
U.S. and 3,000 units in more than 86 other countries.
Tricon is the parent company to two other segment leaders, Taco Bell and KFC. When combined
with Pizza Hut, these organizations make up the world's largest restaurant group, with almost
twice as many units as McDonald's.
1996:
Pizza hut comes to India with a dine-in restaurant Bangalore that has special vegetarian pizzas.
In additional to traditional Italian toppings, it incorporates Indian favorites such as Chicken
tikkas, Lamb korma etc. In its list of innovative toppings. Along with pizzas, the menu features
appetizers like garlic bread and soups, fresh salads, oven bakes pastas and choice of ice-cream
sundaes.
Pizza Hut airs its first ever ad during the Super Bowl.
Pizza Hut delivers 30% of the 12 million pizzas delivered on Super Bowl Sunday. This is the
biggest pizza delivery day of the year.On May 30, Pizza Hut introduces two varieties of chicken-
topped pizza. Italian Chicken and Chicken Supreme.
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The new ‘Freshizza
• Uses dough that is freshly prepared daily in each Pizza Hut restaurant for a softer
base.
• Has a crust that this not too thick & not
• Is topped with 2 types of cheese – Mozzarella & Cheddar
• And a flavorful tomato sauce
• Available in 9 veg & 8 non-veg topping combinations
The MNC has segmented the market in India?
GEOGRAPHIC SEGMENTATION:-
• Main Metros in the First Phase
• Launching in towns in the Second Phase
DEMOGRAPHIC SEGMENTATION:-
• Attracting urban youth
• Matching the taste buds of Indians by customizing the menu.
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What Indian Cultural variables they are trying to use for Marketing and sales of their
product in India?
• One of the main findings is that freshness of food is of prime importance to the Indian
consumer.
• There are many households where food from the previous day is discarded.
• India is the first market in which Pizza Hut has launched new pizza crust ‘Freshizza’.
• To cater to Indian tastes, the company also launched ‘Tandoori’ pizzas
Intangible Benefits :
Creating new culture of pizza in India.
Tangible Benefits :
Introducing a whole new concept of dining in India
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CONCEPT OF HUNGRY KYA!
&
30 MIN’S NAHI TO FREE
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HUNGRY KYA!
The first thing that comes to your mind after hearing HUNGRY KYA! Is of course dominos.
We are here to brief you about the total existence of dominos in India and it’s consumer.
We will provide you some food for thought as to how dominos managed to become the
“PIZZAS KING” of South Asia.
As we go further you will be surprised to know that today pizzas are just not an alternative
snack dish, but much more on them than we can see.
30 Minutes and Doorbell!
Here’s how an ordered pizza covers the journey from pan to your home Have you ever spared a
thought, while chomping your favorite pizza, how it always got home within 30 minutes of
placing the order on phone? And how time could never beat the friendly delivery boy even by a
minute, crushing your ‘free pizza’ dream? Well, here’s why…. “They do scientific survey of city
traffic to ensure delivery of our pizza within 30 minutes,”
Revealing how they are able to ensure delivery within half an hour?, they prepare master plan to
reach the destination within time. “They send out their senior managers on bikes and check high
traffic hours and calculate the actual time of delivery,” all their employees are duly trained to
deliver pizza safely.
And snags? “Even changes in traffic scenario, like construction of bridges and closing of
passengers are taken into account and the schedule is changed accordingly.” they are able to
deliver pizza within 30 minutes in 99 percent cases, else is give free to the customer. Here’s
another surprise: “A few people know that they do not allow an employee to drive the bike at
the speed of more than 40 km/ph. Their safety is paramount to them,”.
“That is why they call them Safe Delivery Persons (SDP). Informing that they have 3,000 bikes
on the Indian roads for delivering pizza, Slogan before leaving for delivery: ‘You have to drive
safe’. I also find out that soon every bike will have a speed control meter to further check SDP.
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VISION OF DOMINO’S
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DOMINOS VISION
Domino's Pizza to open 80 stores by 2009-end
US-based quick delivery restaurant chain Domino’s Pizza has planned an investment of around
Rs 800 million to launch about 80 outlets in 2009, as part of its expansion plan to tier II and tier
III cities across India. Further, the company plans to invest around Rs 2.25 billion by 2012 for
auxiliary spread out, according to a top company official.
“They are planning to invest Rs 800 million to open 80 stores in 2009. Further, they plan to
invest around another Rs 2.25 billion towards outlets extensions by 2012."
The company plans to open high-street delivery and dining outlets at cities including Indore,
Bhopal, Nagpur, Jamshedpur, Vishakhapatnam, Gangtok and Bhubaneshwar.
“Our research and survey has highlighted that especially in tier II cities, people enjoy the concept of dining out. So with the delivery outlets they plan to open dining space outlets as well over there. They prefer to open our pizza outlets at high-streets as it blends well with their delivery concept and connects to entire target customer base,”
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Moreover, the company also plans to invest Rs 200 million in upgradation of their manufacturing
C-n-C (Fresh American corn with capsicum and a sprinkle of chilly flakes.) Garlic Supreme (tomato, mushroom & onion on a tangy garlic sauce) Veg Ranchero (mushroom, baby corn, sun-dried tomato with BBQ sauce)