Marketing strategy of dominos on 4P strategy

Marketing

1. DOMINO’S

2. INTRODUCTION Domino's is an American multinational pizza restaurant chain. Domino's Pizza was founded in 1960 by Tom Monaghan and his brother James in Ypsilanti, Michigan. Initially named DomiNick's , the brothers purchased a small pizza store, but James soon sold his share to Tom, who changed the name to Domino's Pizza Inc. By 1965, Tom Monaghan had full control of the business. Domino’s became known for its innovative approach to pizza delivery. In the early days, Domino’s promised to deliver pizzas in 30 minutes or less, or the pizza would be free. This guarantee helped to establish Domino’s as a fast and reliable option for pizza delivery and helped to drive the company’s growth. THOMAS STEPHEN MONAGHAN 

3. Domino's Pizza, Inc. is a publicly traded company . The ownership of Domino's Pizza is distributed among its shareholders, and it operates as a publicly held corporation . The company operates through a franchise model, with both corporate-owned and franchise-owned stores across the globe . In India, Jubilant FoodWorks Limited holds the master franchise rights for Domino's Pizza. Jubilant FoodWorks is an Indian company that operates Domino's Pizza outlets across the country through its subsidiary, Domino's Pizza India . The first Domino's Pizza in India was opened in New Delhi in 1996.

4. COMPETITORS OF DOMINO’S Pizza Hut : A direct competitor of Domino's. Smaller Pizza Chains : Regional or local pizza chains, such as Ovenstory Pizza. Italian Restaurants Local Eateries and Cafes Papa John's

5. MARKETING MIX

6. PRODUCT PIZZA PRODUCTS : D omino pizzas are available in different toppings and crust styles to attract customers of individual tastes and have a wide range of products in pizza. They are divided into three categories Regular, Medium and Large size. There is a selection between vegetarian and non-vegetarian. PARATHA PIZZA BURGER PIZZA

7. Veg pizzas : Margherita , Peppy Panner , Farmhouse, Fiery Jalapeno and Paprika, Veggie Paradise, Chesse n Corn, Indi Tandoori Panner , Achari Do Pyaza , Panner Makhni are the few pizzas. Non Veg pizzas : Pepper Barbecue Chicken, Chicken Dominator, Blazing Chicken and Paprika, Indi Chicken Tikka, Non Veg Supreme are the few pizzas. Pizza Mania : Tomato Pizza, Classic, Onion, Golden Corn, Capsicum and Red Peprika with Videshi Hot Sauce are the few pizzas. Burger Pizza : Classic Veg and Non Veg along with Premium Veg as an option among these. Paratha Pizza : Corn n Cheese, Panner and Chicken Keema Paratha Pizza are the newly introduced pizzas.

8. SIDES : SIDES Side items such as Garlic Bread Sticks , Stuffed Garlic Bread, Panner Tikka Stuffed Garlic Bread and Chicken Pepperoni Stuffed Garlic Bread are dipped into the Dipping Sauces such as Cheesy Dip, Harissa Dip and Basil Pesto Dip. Sides also consists of Veg and Chicken Parcel, Taco Mexican-Veg and Non Veg, Potato Cheese Shots, Crinkle Fries, Crunchy Strips ; along with Roasted Chicken Wings and Chicken Meatballs Peri-Peri .

9. DESSERTS Domino’s offers Desserts such as Red Velvet Lava Cake Butterscotch Mousse Cake and Choco Lava Cake. RED VELVET LAVA CAKE CHOCO LAVA CAKE BUTTERSCOTCH MOUSSE CAKE

10. PASTAS AND BEVERAGES: Domino’s also offers pasta i n both Veg and Non Veg namely Moroccan Spice Pasta, Tikka Masala Pasta and Creamy Tomato Pasta. The PepsiCo for carbonated drinks and B Natural fruit beverage brand owned by ITC Limited, is the beverage partner of Domino’s in India. The menu typically includes Pepsi, Diet Pepsi, 7Up, Mirinda along with Lipton Ice Tea. B Natural has a range of fruit based beverages made from natural fruit extracts without added preservatives .

11. PACKAGING STRATEGY: Most Domino’s products are packaged in corrugated boxes , to ensure they're sturdy enough to hold the pizza and withstand transportation without compromising the quality of the food inside . Customized Boxes : Their boxes are designed to accommodate different pizza sizes and types while ensuring that the pizzas remain intact and fresh . Branding and Information : Domino's packaging prominently features their branding, logo and occasionally promotional offers or branding messages. In addition, Domino’s boxes are 80% recycled waste and 20% ethically sourced wood certified by the Forest Stewardship Council.

12. Heat Retention : Domino's uses specially designed boxes that help retain heat, keeping pizzas warm during transportation. These boxes are often insulated to maintain the ideal temperature and preserve the quality of the pizza . Condiment Packaging : Along with pizzas, Domino's often provides condiments such as chili flakes, oregano, and ketchup packets. These are conveniently packed to avoid spillage and ensure freshness upon delivery . Domino's packaging strategy focuses not only on maintaining the quality of the food during transportation but also on creating a positive and convenient experience for customers receiving their orders.

13. BRANDING STRATEGY : Domino's believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, the brand positioning: ‘ Yeh Hai Rishton Ka Time ‘ Domino's believes strongly in 'Think global and act local‘ strategy which embodies its approach of balancing a global brand identity while adapting to local tastes, preferences, and cultural nuances in various markets worldwide, including India. EXCEPTIONAL PEOPLE ON A MISSION, TO BE THE BEST PIZZA DELIVERY COMPANY  IN THE WORLD. DOMINO’S INDIA VISION

14. LOGO Red stands for love and energy . (represent enthusiasm and energy associated with enjoying their pizzas.) B lue conveys strength and reliability. (commitment to delivering quality and reliable service to customers .) Shape - Simple geometry ensures that the logo is easily memorable and recognizable. Each of the dots on the Domino’s logo symbolizes one of the first three stores the restaurant chain had in 1965. This logo is based on the game called Dominoes .

15. PRICING STRATEGY: Value-Based Pricing : Domino's often emphasizes value for money by offering combo deals, discounts on multiple pizzas, or bundled meal offers. These value-based pricing strategies aim to attract price-sensitive customers while encouraging larger orders . Dynamic Pricing : In line with market demands, Domino's occasionally adjusts its prices based on factors such as demand, seasonality, or local competition. Dynamic pricing allows flexibility to optimize prices for different times and regions . Localized Prici ng: Understanding the diverse nature of the Indian market , they may introduce region-specific offers or pricing to appeal to local customer preferences .

16. Online and App-Based Deals: Domino's frequently offers exclusive discounts and deals for orders placed through their website or mobile app. Transparency and Clarity: The pricing structure of Domino's in India typically maintains transparency, clearly displaying prices, offers, and any additional charges like taxes or delivery fees upfront to avoid customer confusion. Premium Offerings : Alongside value-based pricing, Domino's also offers premium pizzas with higher-quality ingredients, which are priced at a premium to cater to customers seeking a more upscale or indulgent dining experience.

17. PROMOTIONAL STRATEGY: Time-Limited Offers : Introducing time-sensitive promotions like “Pizza of the Day” and “Two for Tuesday” to create a sense of urgency, drive sales, and maintain  customer interest. Advertising and PR Campaigns: Utilizing TV commercials, print media, and online advertising, Domino's runs campaigns to highlight new offerings, promotions, or brand messages . Delivery Promotions : Domino's may offer free or discounted delivery charges for specific order values or during promotional periods, incentivizing customers to order for delivery.

18. Customer Loyalty Programs : Loyalty programs with rewards or points for repeat orders encourage customer retention and frequent purchases . Partnerships and Tie-Ups : Collaborations with other brands, such as credit card companies, online wallets, or telecom providers, allow Domino's to offer joint promotions, cashback deals, Discounts and Combo Deal Domino's regularly offers discounts and combo deals on pizzas, sides, and beverages, encouraging customers to purchase bundled meals at attractive prices. These deals often target value-conscious consumers.

19. DISTRIBUTION [PLACE] STRATEGY: Location Selection : Domino's strategically chooses its store locations in high-traffic areas, commercial hubs, residential neighborhoods, and near educational institutions. This ensures visibility, easy accessibility, and convenience for customers . Franchise Expansion : Domino's uses a combination of company-owned and franchise-operated outlets to expand its reach. Franchising allows them to penetrate deeper into various cities and towns, leveraging local knowledge and resources . Delivery Network : They optimize their delivery operations to ensure prompt and efficient service, reaching customers within promised time frames.

20. Store Ambiance and Design : The layout and ambiance of Domino's outlets in India are designed to offer a casual dining experience while also catering to takeaway and delivery services. The design aims for a welcoming atmosphere for customers . Customized Menus: In some cases, Domino's in India might offer specialized menus or items catering to regional tastes or preferences, further enhancing their placement strategy by catering to diverse local preferences . Strategic Partnerships: Collaborations with online delivery platforms and aggregators help Domino's reach a wider audience and expand its delivery network.

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