MAJOR PROJECT REPORT

ON
CONSUMER PERCEPTION AND MARKETING
STRATEGY OF DOMINO’S PIZZA

Submitted in partial fulfilment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

2020-2023

Submitted by Submitted to
Basant Malik: 35214901820 Dr.Rajeev
Dahiya BBA(B&I) 6th Semester 1st Shift

MAHARAJA SURAJMAL INSTITUTE

Recognized by UGC U/S 2/f
Affiliated to Guru Gobind Singh Indraprastha University
(GGSIPU)
C-4, Janakpuri, New Delhi - 110058
 Certificate
This is to certify that the project title “CONSUMER PERCEPTION AND
MARKETING STRATEGY OF DOMINO’S” is the original work of
BASANT MALIK of BBA(B&I) 6th semester and has been duly
completed under my guidance and supervision up to my satisfactory
level.

The work has been done in partial fulfilment of the requirement for
the award of the degree of BBA(G) from Maharaja Surajmal Institute,
GGSIPU and has not been submitted anywhere in any other
university for the ward of any degree.

(Signature of guide)

Dr. Rajeev Dahiya

 Acknowledgment
I would like to take this opportunity to appreciate those whose
guidance and help contributed in one way or the other and extended
their valuable assistance in the preparation and completion of this
study.
I would like to express my gratitude to Maharaja Surajmal Institute
and Guru Gobind Singh Indraprastha University for including
internship program in our course which has provided an opportunity
to gain practical working experience in an organisation.
My sincere gratitude towards Dr. Rajeev Dahiya, my main guide in
this report, for his co-operation, support and guidance during the
preparation of this report.
I would also like to extend special thanks to my family for their
constant support in this exercise. The experience I gathered will be a
privilege for my future endeavours.

Basant Malik
 Index

S NO. PARTICULARS PAGE NO.

1. TITLE PAGE
2. CERTIFICATE
3. ACKNOWLEDGEMENT
4. TABLE OF CONTENT
5. CH-1: INTRODUCTION
 INTRODUCTION OF THE TOPIC 1
 OBJECTIVES 8
 LIMITATIONS 8

 RESEARCH METHODOLOGY 9

 LITERATURE REVIEW 13

6. CH-2: COMPANY PROFILE 15

7. CH-3: DATA INTERPRETATION AND 25
ANALYSIS
8. CH-4: RECOMMENDATIONS AND 37
CONCLUSION
9. BIBLIOGRAPHY 40
10. ANNEXURE 41
 LIST OF FIGURES

FIGURE NO. TITLE PAGE NO.

1. Fig 1.1: 7 p’s of marketing 3
2. Fig 1.2: stages of consumer perception 6
3. Fig 2.1: Domino’s Logo 16
4. Fig 2.2: Domino’s Pizza 16
5. Fig 2.3 Domino’s online ad 18
6. Fig 2.4 Domino’s offline ad 19
7. Fig 2.5 Domino’s message 20
8. Fig 2.6: Hashtag campaign 21
 Chapter – 1
INTRODUCTION
INTRODUCTION TO MARKETING STARTEGY AND
CONSUMER PERCEPTION

1.1 INTRODUCTION

Marketing Strategy
Marketing strategy is the comprehensive plan formulated particularly for
achieving the marketing objectives of the organization. It provides a blueprint
for attaining these marketing objectives. It is the building block of a marketing
plan. It is designed after detailed marketing research. A marketing strategy
helps an organization to concentrate its scarce resources on the best possible
opportunities so as to increase the sales.

A marketing strategy is a long-term plan for achieving a company's goals by

understanding the needs of customers and creating a distinct and sustainable
competitive advantage. It encompasses everything from determining who your
customers are to deciding what channels you use to reach those customers.

With a marketing strategy, you can define how your company positions itself in
the marketplace, the types of products you produce, the strategic partners you
make, and the type of advertising and promotion you undertake.

Having a marketing plan is essential to the success of any business. Read on to

learn how to create a successful marketing strategy for your company.

Components of A Marketing Strategy

Even though there are numerous types of marketing strategies, all of them
consists of these six components.

 Target Market: It is the customer segment to whom all the

marketing activities are directed.
 Business Offering: The product or service offered by the business.
 Competitive Advantage: The value proposition that separates the
company from the competition.
 Goal: A milestone that decides whether the marketing strategy was
successful or not.
 Communication strategy: How the company plans to communicate
the marketing message to the target market. It includes

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 communication channels and tactics to get more traction and
conversion.
 KPI: Key performance indicators measure the business’s
performance and progress in the strategic marketing areas
associated with its success.

Importance of Marketing Strategy

 Marketing strategy provides an organization an edge over its competitors.
 Strategy helps in developing goods and services with best profit-making
potential.
 Marketing strategy helps in discovering the areas affected by
organizational growth and thereby helps in creating an organizational
plan to cater to the customer needs.
 It helps in fixing the right price for organization’s goods and services
based on information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as
to provide a sales message to its target market.
 A marketing strategy helps to fix the advertising budget in advance, and it
also develops a method which determines the scope of the plan, i.e., it
determines the revenue generated by the advertising plan.

In short, a marketing strategy clearly explains how an organization reaches its

predetermined objectives.

How to create a successful marketing strategy

There are several steps you need to take to create a robust marketing strategy for
your business.

Set definable business goals

Your company's vision and objectives are the driving factors behind your
marketing strategy. These overall objectives help determine your marketing
goals, which your marketing strategy is in service of.

Your marketing goals build on your company's goals. You might set a goal to
achieve a specific market share, dominate a particular channel or reach a certain
percentage of a certain type of consumer. Your goals should be reachable and
measurable.

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Identify and research the target market

The goals you set help you define the target market to pursue. This requires you
to get familiar with the customers in this market, which requires some degree of
market research and analysis. You need to determine the following about the
target market and its customers:

 Market size and growth potential

 Market trends
 Competitors
 Geographic and demographic characteristics
 Customer behaviour

Focus on the 7 P's

Fig 1.1: 7 p’s of marketing

As you develop your marketing strategy, you should focus on the traditional 7 P’s
of marketing:

 Product – how you satisfy customer needs

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  Price – how much customers are willing to pay for your product
 Promotion – which channels you use to tell customers about your product
 Place – where you sell your product
 People – individuals who help sell your product to customers
 Packaging – how you present your product to the customer
 Process – how you deliver your product to customers

Develop product plans

Once you understand your target customers, you can determine what products
best serve those customers' needs. When you know what a customer wants, you
can build the right product for that customer.

Developing the product falls outside the parameters of the marketing

department, of course, as does producing the product. But marketing should
have a prominent and vocal role in determining the product's features, pricing
and packaging, as determined by customer needs and metrics.

Identify the key benefits

Savvy marketers know that new customers don't make decisions based on a new
product's features but rather on how that product benefits them. It's essential to
identify the key benefits of the products you develop – how that product best
serves the customers' wants or needs.

Unsuccessful products often have attractive features but unless those features
translate into benefits, customers simply don't care. It's not a matter of "if you
build it, they will come," it's a matter of meeting your customers' needs.

Craft your positioning and messaging

Product positioning should build on a product's benefits and how the product
meets the needs of the target audience. You have to deeply understand what
your customers value and then position your product accordingly.

This follows through into all messaging surrounding the product. The product
position may be that it's the best for meeting a particular need – the messaging
communicates that positioning in a clear, concise and attention-getting fashion.

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Define your marketing mix

Finally, your marketing strategy should determine how you reach your target
audience – what channels and activities you include in your marketing mix. This
can include traditional channels like print, radio and television, as well as digital
channels, social media and mobile apps.

Consumer Perception
Consumer perception is defined as a process by which consumers sense a
marketing stimulus, and organize, interpret, and provide meaning to it. The
marketing stimuli may be anything related to the product and/or brand, and any
of the elements of the marketing mix. We can classify the marketing stimuli into
two types, namely primary or intrinsic and secondary or extrinsic.

The primary or intrinsic stimuli comprise the product and its components,
namely brand name, label, package, contents, and physical properties.

The secondary or extrinsic stimuli comprise the form in which the good or
service offering is represented through words, visuals, graphics, and the
symbolism, or through other cues such as price, outlet, salespeople, or
marketing communication.

Customer behaviour is driven by more than logic. The perceptions

customers have of your brand, its products or services, and its values can
have a serious impact on how they interact with you and how they buy.
In fact, fostering positive perceptions can help you build a “sustainable,
loyal, and growing customer base,” according to Forbes.

In marketing, ‘customer perception’ refers to customers’ awareness, their

impressions, and their opinions about your business, products, and
brand. Customer perception is shaped by multiple variables, including
direct and indirect interactions with your offerings.

4 Stages of Customer Perception

Customer Perception is a three stages process that translates raw stimuli into
meaningful information.

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Each individual interprets the meaning of stimulus in a manner consistent with
his/her own unique biases, needs and expectations. Three stages of perception
are exposure, attention, interpretation and memory
1. Exposure
Exposure includes the elements like colours, logo, sound, ambience which a
customer experiences when they interact with a brand or a product. When we
see a particular colour and taste a unique flavour it can get our attention which
forms the second stage.
2. Attention
Attention comes into picture when the exposure stage completes and the
customer takes notice of the message and product being marketed. If the
attention results in positive experience, it may get into the interpretation stage.
3. Interpretation
Interpretation is how a customer assigns meaning or some value to the inputs
and experience in the first 2 stages of customer perception. It can lead to
comparison with another similar product or some similar experience from the
past. Overall, the customer assigns some meaning to the overall experience with
the product.
4. Retention
Now the final stage is when the customer remembers the interaction for future
references by storing it in the memory. This means that the customer perception
is now formed. It may be positive or it may be negative as well.

Fig 1.2: stages of consumer perception

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What is the customer perception process?

Modern business leaders emphasize improving customer experiences, but

“most companies have no idea if they are creating value for their
customers,” Forrester finds. Another Forrester analyst observes that
value for customers is actually “customers’ perception of what they get
versus what they give up.”

CX professionals who want to see themselves this way—that is, ‘through

the eyes of their customers’—must begin by understanding the three
phases of the customer perception process. The three stages—sensing,
organizing, and reacting—are simple in concept, but difficult to
understand in terms of how they truly shape the behaviour of consumers
and even business buyers:

1. Sensing: Characterized by the physical senses, customers use this stage

to accumulate ‘knowledge’ about a product, service, or brand. This may
apply to facts such as clothing sizes, but also product smells, taste, and
touch.
2. Organizing: During this stage, customers make sense of the information
they’ve attained, interpreting its value based on context, personal beliefs,
perceptions of themselves, and other highly subjective factors. At this
stage, customers will categorize the object of their critique and compare it
to other objects within their chosen categories. For example, a consumer
hoping to buy a winter coat may prioritize coats by price, but also color
and thickness, during the organizing stage.
3. Reacting: Customers will act based on the sensing and organizing stages,
but also internal and external stimuli ranging from personal history to
online reviews. Although each reaction and its contributing factors are
different, buyers tend to go through similar processes of evaluation before
making their decision.

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 1.2 OBJECTIVES OF STUDY

 To study the nature, objectives and elements of consumer perception

and marketing strategies

 To study the significance and growing importance of consumer

perception and a well defines marketing strategy.

 To examine the extent to which marketing strategy helps consumers in

buying decision making.

 To study the marketing strategy and consumer perception of Domino’s.

1.3 LIMITATIONS

 This study was conducted with a limited sample size (100 respondents)
and all the respondents were from New Delhi. Thus, the results might not
be generalised
 In some cases, unwilling of the respondents to provide information.
 Difference in interpretation of the questions (each respondent might
interpret each question differently).
 Opinions of the respondents might be biased.
 Lacks validity as there is no way to tell how truthful the respondent is.
 As the study was carried out through online mode, thus the
communication with the respondents was virtual and lacked personal
touch.

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 1.4 RESEARCH METHADOLOGY

What Is Research

Research is defined as careful consideration of study regarding a particular

concern or problem using scientific methods. According to the American
sociologist Earl Robert Babbie, “research is a systematic inquiry to describe,
explain, predict, and control the observed phenomenon. It involves inductive
and deductive methods.”

Inductive research methods analyse an observed event, while deductive methods

verify the observed event. Inductive approaches are associated with qualitative
research, and deductive methods are more commonly associated with
quantitative analysis.

What Is Research Methodology?

From the researcher's perspective, research methodology is the way to

systematically and scientifically solve the research problem. It includes various
decisions on methods and techniques that could be adopted by the researcher to
solve the research problem along with the logic behind them. The researcher
should also have knowledge of the application of these research methods and
techniques. This would help the researcher to understand the various
determinants which influence the effectiveness of the research methodology
chosen.

To sum up, research methodology answers the following questions:

> Why a particular method or technique is used or not used?
> Why the research is undertaken?
> How the research problem is defined?
> How the hypothesis is formulated?
> Why the hypothesis is formulated as such?
> What data has been collected?

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 > What method is adopted to collect data?

Types of Research Methodologies

1. Quantitative Research
As the name suggests, quantitative refers to the numbers where data is collected
based on numbers, and a summary is taken from these numbers. Graphs help to
quantify the results in quantitative research.

2. Qualitative Research
Qualitative refers to the non- numerical elements in the research. When the
information or data cannot be grasped in terms of numbers, qualitative research
comes for the rescue. Though not reliable as much as quantitative, qualitative
research helps to form a better summary in terms of theories in the data.

3. Theoretical Research

Theoretical research, also referred to as pure or basic research, focuses

on generating knowledge, regardless of its practical application. Here, data
collection is used to generate new general concepts for a better understanding of
a particular field or to answer a theoretical research question. Results of this
kind are usually oriented towards the formulation of theories and are usually
based on documentary analysis, the development of mathematical formulas and
the reflection of high-level researchers.

4. Applied Research

Here, the goal is to find strategies that can be used to address a specific research
problem. Applied research draws on theory to generate practical scientific
knowledge, and its use is very common in STEM fields such as engineering,
computer science and medicine.

5. Exploratory Research

Exploratory research is used for the preliminary investigation of a subject that is

not yet well understood or sufficiently researched. It serves to establish a frame
of reference and a hypothesis from which an in-depth study can be developed
that will enable conclusive results to be generated.

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 6. Descriptive Research

The primary objective of descriptive research is to define the characteristics of a

particular phenomenon without necessarily investigating the causes that produce
it. It included surveys and fact-finding enquiries of different types which help
the researcher to describe the present situation and make the analysis.

7. Explanatory Research

Explanatory research is the most common type of research method and is

responsible for establishing cause-and-effect relationships that allow
generalisations to be extended to similar realities. It is closely related to
descriptive research, although it provides additional information about the
observed object and its interactions with the environment.

Sources of Data Collection

The two major sources of data collection are:

1. Primary Data: It is a term for data collected at source. This type of

information is obtained directly from first hand sources by means of
surveys, observations and experimentation and not subjected to any
processing or manipulation and also called primary data. Primary data
means original data that has been collected specially for the purpose in
mind. It means someone collected the data from the original source first
hand.
Common sources of primary data are :
 Surveys and questionnaires
 Interviews
 Observation
 Experiments

2. Secondary data: It refers to the data collected by someone other than the
user i.e., the data is already available and analysed by someone else.
Common sources of secondary data include various published or
unpublished data, books, magazines, newspaper, trade journals etc

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 1.5 RESEARCH METHODOLOGY USED FOR
THIS STUDY

Type of research
This study is descriptive and quantitative research
Sources of data collection
Primary Data: The primary data was collected through survey method by
distributing questionnaires. The questionnaires were carefully designed by
taking into account the parameters of my study.
Secondary Data: The Secondary data was collected from books, magazines,
website of the company, other educational websites, research papers etc.
Sample size
I have targeted 100 peoples between ages 15 – 50 years for the purpose of this
research. All the respondents are from New Delhi and belong to various
professional backgrounds.
Sampling techniques
The selection of the respondents was done the basis of convenience sampling
(non – probability sampling).

12
 1.4 LITERATURE REVIEW

1) Neil A. Morgan, Kimberly A. Whitler, Hui Feng & Simos Chari in

their paper
2) Nashwan for the Journal
Mohammed of theSaif
Abdullah Academy
and Wangof Marketing Science
Aimin in their paper titled
explain that the
“Exploring Marketing
Value strategy is a construct
and Process that lies atStrategy”
of Marketing the (2014)
conceptual heart of the field of strategic marketing and is
concluded that Marketing strategy is an essential part of conducting central to
the practice
business of marketing.
operation It is also
as it directly the areathe
influences within whichand
outcome many of of
result thefirm
most pressing current challenges identified by marketers and CMOs
performance. Since one regard of a marketing plan affects all of the

others, coordinating business projects is significant when reducing

interference and maximizing company profits. In terms of the program
perspective the marketing strategy standardization/adaptation is important
in the sense it can separate marketing mix elements to be standardized or
adapted in the international market.

3) Morgan, NA, Whitler, and KA, Feng, (2019) in “Research in marketing

strategy” Journal of the Academy of Marketing Science state Marketing
strategy central to marketing practice and the area within which many of
the most pressing challenges for marketers arise. Using a new
conceptualization of the domain of the marketing strategy construct as a
lens, we assess the current state of marketing strategy research. We
uncover important challenges to marketing strategy research but also
numerous opportunities for developing important and highly relevant new
marketing strategy knowledge. The research agenda we develop provides
opportunities for researchers to develop new theory, establish clear
relevance, and contribute to improving practice.

13
4) Camila Cozer in her paper titled “Consumer's Perception and Purchase
Intentions - A Qualitative Study on Second-Hand Clothing Stores” (2018)
stated that being influenced by their perceptions consumers will buy from
organizations that provide the highest consumer-perceived value for
them. In other words, the ones that 7 can offer the best experience of a
product and/or a service for their customers. Thus, organizations try to
impact consumers perceptions towards their offerings, by for instance,
strengthening their image and establishing lasting relationships with
consumers

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 Chapter – 2
COMPANY PROFILE

15
 DOMINO’S

Fig 2.1: Domino’s Logo

Vision- “Exceptional People on a Mission, to be the best Pizza delivery company

in the world”
Tagline- “Oh yes we did” (global) “Yeh hai rishton ka time” (Indian)

Fig 2.2: Domino’s Pizza

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Founded in 1960, Domino’s is the leading Pizza Company of the world with
more than 10,800 Company owned & franchised outlets. With its presence
across 5 continents covering more than 70 countries it has garnered a
market leader position specifically in the Pizza market. Its low-cost
infrastructure investment & franchisee owned business model is making their
business more viable than the competitors.
The story of Domino’s Pizza all started with two brothers named James and
Tom Monaghan who brought a small Michigan Pizzeria named Dominick’s.
The pizzeria was initially run by the both of them until Tom decided to sell his
share for a second-hand car leaving Tom to manage the business. Tom later
purchased two more pizzerias, he wanted the additional stores to have the same
branding but the original owner of Dominick’s forbade him to do so, that’s why
he later revamped its image and changed its name to Domino’s Pizza in 1965.

The logo of the pizzeria originally had three dots which represented the three
original stores in 1965 and Tom wanted to add a new dot every time he adds a
new store but his idea faded as his business quickly expanded. By the late
seventies, Domino’s Pizza had a total of 200 franchise pizza branch all over the
United States. And in 1983, Domino’s showed that they were ready to go global
as they opened their first international branch in Winnipeg and on that same
year, it opened its 100th store in Vancouver, Washington.

Dominos Marketing Strategy

Advertisements

A Domino’s advertisement can instantly make you crave for a pizza. When it
comes to advertising, Domino’s create such pleasing advertisements that even
looking at the ads can make pizza lovers drool. That’s one reason for their high
sales. Domino’s runs ads both online and offline, to reach its target customers of
the age group 18-44 years.

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Online/Digital Ads

Fig 2.3 Domino’s online ad

Dominos runs Facebook ads and google to target audiences based on a specific
age group and location. If there is a Domino’s outlet in a city, Domino’s runs its
sponsored Facebook ads for targeting the people living there. Also, Dominos
run their google ads on searches, websites, online games to attract customers on
their online platform and order from them. In addition to this, Domino’s runs
sponsored ads on Youtube on different videos and posts video advertisements
on their youtube channel.

Offline Ads

Domino’s advertisements are created by keeping in mind the viewers and their
mindset. As people in India watch television with their family together,
Domino’s often brings a touch of togetherness, emotions, and happiness in their
ads. There

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are relations, emotions, and sentiments in every ad. That’s how Dominos
connect well with the audience.

Domino’s also runs advertisements on billboards so that a customer surely visits

a Dominos store after watching a billboard ad.

Fig 2.4 Domino’s offline ad

Email and SMS Marketing

Emails and SMSs are not only used for notifying the customer about any order
but, they can also be used for marketing. Email and SMS marketing is a great
way of remarketing and attract customers.

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 –––––––––––––

Fig 2.5 Domino’s message

Influencer Marketing

Influencer Marketing is the most trending marketing strategy that most brands
are using nowadays. If you got an influencer promoting your brand, then you’re
going a long way. How can Dominos miss something that’s trending?

Influencer marketing is also a part of the marketing strategy of dominos.

Dominos collabs with various popular Indian influencers to make their audience
crave domino’s pizza. Ankush Bahuguna, Dolly Singh, Saloni Gaur
(Salonayyy) are famous influencers that promote Dominos while having bites of
their delicious pizza. Also, the brand keeps up with micro-influencers and
reposts their posts having Dominoes.

Buzz Marketing

Creating buzz means getting the people talking about a brand. Dominos creates
buzz with its impactful and creative buzz marketing strategy. In addition to this,
the brand uses unconventional tactics to connect with the audience or just does
something out of the box to generate word of mouth.

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When the brand introduced 10 new pizza flavors comprising 5 vegetarians and 5
nonvegetarians, it created a lot of buzz on social media.

One of its best marketing strategies was when the Steady Pizza guerilla
marketing when its domino’s delivery guys delivered pizza in a transparent box
so that people can see how it is kept stead inside the box. As most people
complain that the food gets ruined when delivered, Domino’s clearly stated
that’s not in their case cause their pizza is visibly steady.

Social media hashtag campaigns

Using hashtags in social media posts is good, but running your own social
media hashtag campaign is great. Dominos runs various hashtag campaigns to
get a wider reach and eventually increase their sale. Moreover, it is a different
marketing strategy of Dominos, which makes their brand connect with the
audience through hashtags.

In December 2020, Dominos ran #2020KeDostofTheYear to celebrate the

people who made 2020 better.

Fig 2.6: Hashtag campaign

The brand also ran the #AllNewEverydayValue hashtag for their new offer
contest.
In one of its hashtag campaigns titled #PaveForPizza, Dominos went out on roads

21
to pave potholes in each of 50 states. The brand was praised for this campaign
and also attracted customers’ attention.

Event Marketing
Event Marketing is the strategy that increases a brand’s presence. Domino’s
associates itself with the finest events with sponsorships to reach out to a larger
audience at a time.

Domino’s has partnered with Liga de Videojuegos Profesional, known as LVP

as its official pizza sponsor. The brand with this partnership got recognition
during the broadcast of LVP’s various competitions like League of Legends,
Clash Royale, and Counter-Strike: Global Offensive.

Domino’s has also been one of the sponsors of the team Royal Challengers
Bangalore in the Indian Premier League (IPL). It is the most famous cricket
tournament in India, and being a sponsor of a team in it is a great deal.

Dominos has also partnered with Euroleague Basketball to increase its brand
presence.

Partnerships

A brand alone is strong, but when it joins with another brand, it becomes stronger.
Partnerships are a great way of making a brand stronger and marketing as well.

Domino’s partnered with ITC to sell essential items to the people during the
lockdown in 2020. The brand created a ‘Domino’s Essentials’ section on its app
and delivered the essential items like wheat flour, pulses and spices amid
lockdown.

The brand is a partner of PepsiCo and sells beverages like Pepsi, Mountain Dew,
7Up, Lipton Ice Tea across all of its restaurants in India.

Segmentation, targeting, positioning in the Marketing strategy of

DOMINOS
When Consumers hear the name Domino’s they are able to associate it with “30
minutes delivery guarantee”. This is one of the most popular campaigns of
Domino’s highlighting what Domino’s stand for – Fast delivery with excellent
taste.

22
It segment its offerings based on demographic and geographic factors, for e.g.-
it has localised its menu when it entered in India. Domino’s understands that
cow is sacred here so Dominos replaced pepperoni, beef based toppings with
spicy chicken sausage topping.

It uses differentiated targeting strategy to serve the market based on the taste &
preferences. Dominos have been successful so far in positioning itself as a
Pizza brand having competitive pricing and varied options to choose from.

Competitive advantage in the Marketing strategy of DOMINOS

Supply chain – Vertical integration across the supply chain has helped the
company in aligning its resources and controlling the cost structure so as to be
competitive in the market & at the same time emerge as most preferred Pizza
provider.

Fast Delivery – Whether you have the mouth-watering Pizza at their outlets or
get it delivered at your place, one can always count on Dominos for its quick
delivery services which have helped the company in improving its value
delivery process. It even brought in packaging to prove that its pizza is
delivered Hot.

Low-cost outlets – It is one of the major cost components making their

business viable as compared to the rival Yum brand’s outlets. There is no outlet
of Domino’s which is premium designed with plush interiors. Instead, the
outlets promote faster consumption so that people can order, eat and move on.
Pizza is promoted exactly for what it stands for – Fast food.

Competitive analysis in the Marketing strategy of DOMINOS

Pizza industry is over crowded with local & international companies like Pizza
hut, Papa Jones, Toppers, Greco etc., eating up each other’s market share.
Dominos with their online discount offers and on time delivery is able to have
the high market share in most of the countries.

It has eaten away the competition by focusing on two main things – Far and
wide distribution, and faster deliveries. Domino’s recently also launched the
Pizza Burger to take on the popularity of McDonalds.

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Market analysis in the Marketing strategy of DOMINOS
Due to the presence of various fast-food options, it is difficult for the Pizza
companies to increase the customer base whereas at the same time increase its
market share. In developing nations, it is tough for the companies like Dominos
to increase the market size due to several factors like Low per capita income,
poverty level, literacy level & standard of living.

Dominos stores are strategically located to cater the needs of the large areas of
nearby localities so as to keep the infrastructure cost low. Also promoting
online sales channel through offering discounts is helping the company to

1. Increase the customer satisfaction level by offering convenience.

2. Cost control

Customer analysis in the Marketing strategy of DOMINOS

Customer of Dominos varies geographically across the world. In developed
nations like US, UK etc. consumers are of all age groups whereas in developing
nations like India majority of customers are younger generations in the age
group of 20-40 years.

Furthermore, health consciousness is definitely affecting the consumer psyche

as people are looking for healthier options such as Subway or others which are
lesser in calories as compared to a complete pizza.

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 Chapter – 3
DATA
INTERPRETATION
AND ANALYSIS

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1) What age group do you belong to?
a) 15 – 20
b) 20 – 30
c) 30 – 40
d) 40 – 50

40-50
11%

15 – 20
27%

30-40
18%

20-30
44%
15 – 2020-3030-4040-50

Interpretation:
44% of the respondents in the study belonged to the age group of 20-30,
27% belonged to the age group of 15-20 years,18% belonged to the age of
30-40 years whereas only 11% belonged to the age group of 40-50 years.

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2) What is your profession?
a. Student
b. Business owner
c. Corporate Employee
d. Government Employee
e. Others

others
13%
student
23%

government employee
14%

business owner
11%

corporate employee
39%
student business owner corporate employee government employee others

Interpretation:
39% of the respondents are corporate employees, 23% are students, 14% are
governments employees, 11% are business owners whereas 11% belong to other
professions.

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3) Are you/ have you been a customer of Domino’s?
a. Yes
b. No

No
26%

Yes
74%

Yes No

Interpretation:
74% of the respondents are or have been a customer of Domino’s.

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4) How often do you order from Domino’s?
a. Everyday
b. Every week
c. Every month
d. Once in 3 months
e. Once In a year

Every week
11%

once in a year
27%

Every month
28%

Once in 3 months
34%

EverydayEvery weekEvery monthOnce in 3 monthsonce in a year

Interpretation:
34% respondents order from domino’s once in 3 months, 28% respondents order
every month, 27% order once a year, whereas 11% order every week.

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5) Do you feel that domino’s products are fairly priced?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

10% 11%

Agree Disagree
18% 17%

Neither agree nor

disagree 44%
Strongly disagreeDisagreeNeither agree nor disagreeAgreeStrongly Agree

Interpretation:
44% respondents neither agree nor disagree that Domino’s products are fairly
priced. 28% respondents feel that the products are fairly priced, whereas 27%
respondents felt that the products are not fairly priced.

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6) Does domino’s have enough product variants to cater to different needs
of the customer?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

11% 7%

Disagree
19%

Agree
27%

Niether agree nor

disagree 36%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
38% respondents believe that Domino’s has enough product variants to cater to
different needs of the customer, 26% respondents disagree, whereas 36%
respondents neither agree nor disagree.

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7) Does domino’s regularly upgrade it products and introduce new
products to cope up with the changing trends and tastes of the
customers?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly disagree
9%
Strongly Agree Disagree
23% 3%

Niether agree nor

disagree 34%

Agree
31%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
54% respondents feel that Domino’s regularly upgrades it products and
introduces new products to cope up with the changing trends and tastes of the
customers, 12% respondents disagree, whereas 34% respondents neither agree
nor disagree.

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8) Do you feel that domino’s keeps its customers up to date with upcoming
offers and new product launches?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly disagree
Strongly Agree 6%
16%
Disagree
15%

Agree
32%

Niether agree nor

disagree 31%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
48% respondents feel that Domino’s keeps its customers up to date with
upcoming offers and new product launches, 21% disagree whereas 31% neither
agree nor disagree.

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9) Does Domino’s have competitive advantage over other competitors in
this industry?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

8% 7%

Disagree
21%

Agree
29%

Niether agree nor

disagree 35%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
37% respondents agree that Domino’s has a competitive advantage over its
competitors, 28% disagree where 35% neither agree nor disagree.

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10) How would you rate you last overall experience of ordering from
Domino’s?
a. Extremely unsatisfied
b. Unsatisfied
c. Neither satisfied nor unsatisfied
d. Satisfied
e. Extremely satisfied

Extremly unsatisfied
Extremly Satisfied 7%
16%
Unsatisfied
11%

Neither satisfied nor

unsatisfied 25%

Satisfied
41%

Extremly unsatisfied Unsatisfied Neither satisfied nor unsatisfied Satisfied Extremly Satisfied

Interpretation:
57% respondents were satisfied with their last of ordering from Domino’s, 18%
respondents were not satisfied, whereas 25% were neither satisfied nor satisfied.

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11) Would you recommend Domino’s to your friend and family?
a. Definitely no
b. no
c. Maybe yes or nor
d. Yes
e. Definitely yes

Definitely No
8%

Definitely Yes No
26% 11%

Maybe yes maybe no

20%

Yes
35%

Definitely NoNoMaybe yes maybe noYesDefinitely Yes

Interpretation:
61% respondents would recommend Domino’s to their friends and family,
whereas 19% people would not recommend.

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 Chapter – 4
CONCLUSION AND
RECOMMENDATIONS

37
 CONCLUSION

Running a global brand is not easy. Different regions have different customers,
and pitching those customers requires a robust marketing strategy. Domino’s
has mastered the art of selling by leaving nothing and trying out all the
strategies to reach their customers and get them inside their pizza stores.

The marketing strategies of dominos are adaptive in nature. these marketing

strategies have always stood out to be responsive and positive to the industry.
there are many strategies which the company adapts almost every year. but
these marketing strategies of dominos are quite repetitive and give the best
results.

The reason Dominos has a wide range of marketing tactics is that its audience is
also wide. One strategy work for some audience, and one works for another.
Meme marketing would work better on Gen Z generation customers than
television commercials because this generation spends more time on social
media.

Attract customers with the right kind of strategy which you think will work best.

Domino’s India has been going strong with their Digital Marketing strategy. But
Domino’s marketing strategies keep evolving with time so it is important that
even Domino’s India keeps making those changes in their own e-marketing
strategy as well. With it being one of the largest brands that sell pizza in the
leading pizza restaurant chain and online it is very important for them to
maintain their reputation and keep doing the great work they are already doing.
Domino’s Pizza is consistent when it comes to digital marketing. It leverages
technology to enhance its marketing mix and continues to be a global market
leader in the pizza delivery segment.

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 RECOMMENDATIONS

1. The company should concentrate on increasing its network coverage in

India and China in order to seize the looming opportunity in the two
emerging economies. India and China carry less than 2% of the total
stores under the Domino’s company
2. Domino’s should focus entirely on customer loyalty through insisting on
quality and ensuring that all stores deliver the best delicacies.
3. Dominos Incorporation should consider utilizing their intelligent
advertising techniques to focus on all the players or competitors in the
market other than only focusing on one competitor.
4. Domino’s should improve their innovative strategies that they have
adopted their online marketing and selling.
5. Domino’s Inc should focus on improving its brand image because this is
one of its strengths; this can be achieved through continuous
strengthening and reinforcing their brand in the market
6. One vital factor that needs to be carefully taken into consideration by the
company is the highly dynamic socio-cultural change or the changing
lifestyles of the people in the United States and the across the globe as
well. Their products should reflect these changes if the business is to
achieve continuity.
7. Dominos Incorporation should focus its attention on online sales and
utilize this effect to redefine their own in-store dining strategies to match
the growth in online sales.

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 BIBLIOGRAPHY

 https://www.ukessays.com/essays/business/strategic-analysis-and-
recommendations-for-dominos-pizza-business-essay.php
 https://www.marketing91.com/marketing-strategy-of-dominos/
 https://marqueex.com/dominos-marketing-strategy/
 https://promotedigitally.com/8-extraordinary-marketing-strategies-of-
dominos/
 https://www.naukri.com/learning/articles/dominos-digital-marketing-
strategy/
 https://www.mbaskool.com/marketing-mix/services/17074-dominos.html
 https://www.marketingmind.in/marketing-strategies-of-dominos-by-
which-it-is-ruling-indian-market/

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