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COMPANY PROFILE
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DOMINOS PIZZA INDIA 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
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
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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.
International Expansion:
Sale of Company:
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day operations of the company. A year later, the company named David A.
Brandon Chairman and Chief Executive Officer.
Current Scenario-
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Stephenville, Texas, giving the customers the option to either eat in or take
their pizza home. Since 2005, the voice of Domino's Pizza's national phone
ordering service 1 -800-DOMINOS has been Kevin Railsback.
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-
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
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sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink
opt ion.
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 York style pizza.
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.
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A makeline at dominos
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.
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Advertising and sponsorship
In the 1980s, Domino's Pizza was well known for its advertisements
featuring The Noid. That concept 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 commercials was "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 in the 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 and promised to reimburse
store owners for the pizzas.
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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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CHAPTER- 2
RESEARCH
METHODOLOGY
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Research Design
The controlling plan for a marketing research study in which the methods
and procedures for collecting and analyzing the information is to be
collected is known as Research Design or a framework or plan for a
study that guides the collection and analysis of the data.
Descriptive Research-
Data Source:
In this project both primary data as well as secondary data are used.
PRIMARY DATA
Questionnaire Method
Direct Personal Interview Method
Observation Method
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SECONDARY DATA
It is not possible to collect first hand information for each & everything so,
secondary data from various sources like Internet, A. C Neilsons report on
Jan, 2007, Information from television channels like CNBC, Z Business,
NDTV Profit etc. and Indian Infoline Website.
Sampling
A fine subset of the population, selected from it with the objectives of
investigating its properties is called a sample and the number of unit in the
sample is known as sample size. Sampling is a tool which enables us to draw
conclusion about the characteristics of the population after studying only
those subjects or items that are included in the sample. In sampling method
only few units of the population is considered. The choice of an appropriate
sampling design is of keeping in view the objectives and scope of the
enquiry and the type of the universe to be sampled.
Sampling techniques:
Random sampling
Non random sampling
Random sampling:
A random sampling is done in such a way that each member of the universe
has a change of being selected, which enables statistics procedures to be
used under the result to estimate sampling.
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In the non-random sampling the chance of any particular unit in the
population being selected is unknown. The judgments sampling method
under non-random sampling method was adopted for the study with a
sample size of 100 respondents, which are chosen in a judgment manner
from the customer. In this method a designed number of sample unit is
selected deliberately or purposely depending upon the objectives of the
enquirer so that only the important items representing the true characteristics
of the population are included in the sample.
Area of sampling-
In this study primary data plays a vital role. The process of choosing the
correct number of respondents is nothing but sampling procedure.
Sampling Size-
100 is the number of items to be selected from the universe to constitute the
sample. The method used here is random sampling and on- the spot
sampling, where the samples are selected without considering any particular
quality.
Sample Method-
Random Sampling
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Field work
The study has been analyzed in different region in the city. Such regions are
as under-
Kumaraswamy Layout - Do -
Banashankari - Do -
Scope of project is limited in the sense that only Dominos has been
taken for consumer research.
The extent of the survey was Bangalore only. So the suggestions or
arguments given in the report may not hold true for other locations in
India.
Questionnaire method involves some uncertainty of response. Co-
operation on the part of informants, in some cases, was difficult to
presume.
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Because of time constraints and reserve constraints, a mix of
convenient sampling and judgment (Probability & Random) sampling
was used.
Also because of above mentioned constraints, the sample size
chosen for the survey was 100 people.
It is possible that the information supplied by the informants may be
incorrect.
PLAN OF ANALYISIS
The primary data that is collected using the questionnaire is analyzed step by
step:
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.
CHAPTER- 3
DATA ANALYSIS AND
INTERPRETATION
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DEFINITION OF ANALYSIS
Analysis is the process of breaking a complex topic or substance
into smaller parts to gain a better understanding of it. The
technique has been applied in formal concept is a relatively recent
development. It is the process of placing data in order form,
combining them with existing informations and extracting
meaning from them. Interpretation is the process of drawing;
conclusions from the gathered data in a study.
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Love for outdoor eating
20%
Yes
No
80%
INTERPRETATION:
In the first question, we have the assessed the outdoor eating preferences of
our respondents and we interpreted that a majority of 80% respondents
replied that they like eating outdoors.
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1) Analysis of Table 2:
Frequency of visit
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.
20
50
45
40
35
30
50
25
20
15
20
10 14 16
5
0
Once a week More than once a Once a month Once a forth night
week
Frequency of visit
INTERPRETATION:
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2) Analysis of Table 3:
Customer Preference
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35%
30%
25%
20% 34%
30%
15%
20%
10% 16%
5%
0%
Domino's Pizza Hut Mc Donald's KFC
Customer Preference
INTERPRETATION:
3)
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3)Analysis of Table 4:
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Constency in Taste
14%
Yes
No
86%
INTERPRETATION:
In this question, we have assessed about the taste and quality consistency at
Dominos Pizza India Limited, and we interpreted from the above data that
86% respondents feels the same taste and quality every time they visit, while
the rest 14% said that there is bit changes in taste and quality time to time.
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4)Analysis of Table 5:
Pricing Satisfaction
As per the data analysis, 55 respondents are satisfied with its price, 30% are
very satisfied, and 15 are not that much satisfied with the pricing.
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Promotional Measures
Satisfied Very Satisfied Not Satisfied
15%
30% 55%
INTERPRETATION:
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4) Analysis of Table 6:
Promotional Measures
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.
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Promotional Measures
Very effective Effective Not Effective
10%
40%
50%
INTERPRETATION:
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5) Analysis of Table 7:
Recommendation to Dominos
30
60
52
50
40
26
30
20
12
10
10
0
Include more Reduce Prices Better Promotion Improve quality
variety
Recommendation to Dominos
INTERPRETATION:
In this question, we have assessed the suggestions and feed back of the
respondents about Dominos and we interpreted that a majority of 52%
wants more varieties to be added to the menu, 12% suggests a low price,
10% better promotion and 26% recommend to improve the quality of food.
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6) Analysis of Table 8:
Eating Experience
Excellent 15 15%
Very Good 20 20%
Good 50 50%
Poor 15 15%
TOTAL 100 100%
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Eating Experience
15% 15%
20% Excellent
Very Good
Good
50%
Poor
We have analyzed that 50% respondents has a good eating experience and
15% respondents did not feel a nice experience there.
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7) Analysis of Table 9:
Varieties satisfaction
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80% 70%
70%
60%
50%
40%
30% 15% 15%
20%
10%
0%
Very Satisfied Satisfied Not Satisfied
Varieties Satisfaction
INTERPRETATION:
In this question, we have assessed that 70% respondents are very satisfied
with the varieties in food menu, while 15% are not satisfied with those
varieties.
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8) Analysis of Table 10:
Awareness of Charity Services
Yes 60 60%
No 40 40%
TOTAL 100 100%
As per data analysis, 60 are aware of the charity schemes while 40 do not
know about the charity schemes of Dominos.
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60%
70%
60%
40%
50%
40%
30%
20%
10%
0%
Yes No
Charity Services
INTERPRETATION:
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11) Analysis of Table 11:
Hygiene
Yes 98 98%
No 2 2%
TOTAL 100 100%
As per data analysis, 98 respondents said that the Dominos Outlets are
hygienic while 2 replied negatively.
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Hygiene
2%
Yes
No
98%
INTERPRETATION:
In the eleventh question, we have assessed about the hygienic condition and
we have interpreted that 98% customers are happy about the hygiene there.
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12) Analysis of Table 12:
Dining Preference
Dine In 39 39%
Take Away 61 61%
TOTAL 100 100%
40
Dining Preference
39%
Dine In
61%
Take Away
INTERPRETATION:
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13) Analysis of Table 13:
Home Delivery
As per data analysis, 100 respondents have ordered for home delivery from
Dominos Pizza.
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120%
100%
80%
60%
100%
40%
20%
0% 0%
Yes No
Home delivery
INTERPRETATION:
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14) Analysis of Table 14:
Yes 96 96%
No 4 4%
TOTAL 100 100%
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.
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Delivery within 30 mins
4%
Yes
No
96%
INTERPRETATION:
In this question, we have assessed that 96% respondents got their order
within 30 minutes of order while 4% did not.
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15) Analysis of Table 15:
Ambience
Yes 52 52%
No 48 48%
TOTAL 100 100%
As per the data analysis, 52 respondents liked the ambience and 48 did not.
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52%
51%
50%
52%
49%
48%
48%
47%
46%
Yes No
Ambience
INTERPRETATION:
In this question, we have assessed that 52% feels nice about Dominos
ambience, while 48% said there should be some more creativity.
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16) Analysis of Table 16:
Food Preference
Veg 28 28%
Non- veg 72 72%
TOTAL 100 100%
As per data analysis, 28 respondents said they prefer vegetarian food and 72
prefer Non- vegetarian.
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72%
80%
70%
60%
50%
28%
40%
30%
20%
10%
0%
Veg Non - Veg
Food Preference
INTERPRETATION:
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CHAPTER- 4
FINDINGS OF THE STUDY
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80% of the customers loved to dine outside their home.
86% of the customers felt that the taste and quality of the food at
Dominos Pizza remains same, whenever they visit.
55% of the customers are followed by the pricing and less than 20%
are not satisfied.
70% of the customers are happy with the varieties which are offered
in the menu only 15% was not satisfied.
The 60% respondents are aware about the charity services which are
taken under by the co. rest of them are in dark.
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39% of the respondents feel like to dine in the outlet and the rest of
61% want to take away and enjoy their meal at outside of the outlet.
52% of the respondents feel the ambience of the outlet is good and
rest of them doesnt seem to be very happy.
72% respondents liked to have non- vegetarian food and only 28%
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, 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 satisfied with 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.
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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.
As per data analysis, 28% respondents said they prefer vegetarian food and
72% prefer Non- vegetarian.
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CHAPTER- 5
RECOMMENDATIONS &
CONCLUSIONS
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Dominos should use more aggressive marketing strategy to attract the
customers.
Dominos should improve his quality of the pizzas to the new heights.
Dominos should increase the veg. pizza portfolio also for the veggies.
And last but not the least it should introduce more proper Indian style
pizza to attract more INDIANS.
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ANNEXURE
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Questionnaire
Dear respondent,
I, Hrishikesh Borah student of Dayananda Sagar Junior
Business School, doing my project on Consumer Satisfaction in Dominos
Pizza India Ltd. I would be grateful to you if you could kindly cooperate
with my work for better of my knowledge.
Name: ____________________________
Yes No
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Yes No
6. Are the promotional efforts are good enough to pull the customers?
8. Experience at Dominos?
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Very Satisfied Satisfied Not
Satisfied
Yes No
Yes No
13.Do you ever ordered food for home delivery from Dominos?
Yes No
Yes No
Good Bad
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16.What kind of food do you prefer?
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BIBLIOGRAPHY
Observation
Individual pre and post program feedback forms
through questionnaires.
Interviewing and mailing
Text book
Consumer behavior- Appahnahiah, Reddy &
Ramnath
Websites
www.google.com
www.dominos.co.in
www.wikipedia.in
www.answers.com
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