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The fast food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry large disposable incomes- the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. An increasing number of international fast food chains rushing to India is because all of them see tremendous potential in for this type of business. The large upwardly mobile population in the urban areas tend to eat out more often or business or for leisure. The various players operating in India are the well established Indian chains like Nirula‘s. In addition to these, apparently some of the best known international food chains are looking at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub-way, etc. are some of them to name. At present all these players are fighting for a small pie, as fast food is really not a big habit with Indians, but they see a big potential. The players are fighting on products, pricing, positioning and trying to convert their first trials into regular purchase by providing delightful service quality. The focus is on product quality and standardization on taste. Consistency Consistency is the key, key, as its standardization in fast food as the consumer is short on time and wants to satisfy his taste buds with a consistent taste experience. Beyond Beyond this each player has its own strategy to expand consumer base. Page 2
Some feel that pricing is not the deciding factor since fast food is not price sensitive market because it is not a single diet of Indians.
Some others are competing on positioning which is surprisingly varied, giving the small size of the market.
For most, targeting children seems the right strategy.
Advertising is popular.
However, with competition hooting up most chains are increasing reach as well as working on establishing a national presence.
Trends in the fast food industry The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate of
6-8 per cent, during the Tenth
Five
year plan period. Value addition of food is expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. While US brands such as McDonald‘s, Pizza hut and Kentucky Fried Chicken have become
household names, more are on their way.
The Market Scenario India among top 10 markets for weekly fast food consumption, an online survey has found. Most of the countries are from the Asia-pacific region, Page 3
with the US being the exemption. According to an A C Neilson study of 28 markets across the US, Europe and the Asia -Pacific, carried out through the internet in interviews with more than 14000 consumers, Asians are the world‘s greatest fast food fans.
Percentage of adult population eating at takeaway restaurants at least once every week: Hong Kong
61 %
Malaysia
59 %
Philippines
54 %
Singapore
50 %
Thailand
44 %
China
41 %
India
37 %
Europe
11 %
Among the international fast food chains and local operators, Domino ‘s emerges as the most popular of all takeaway options with 54% of Americans, 75% of Europeans and 64% of Asians. Dominos is most visited in Australia (84%) KFC is most visited in China (42%), Pizza hut is most visited in India (22%)
A typical fast food meal meal in the the India & other
Multinational companies companies consists of fries and a burger (or other main item).
History The concept of ready-cooked food for sale is closely connected with urban development. In Ancient Rome cities had street stands that sold bread and Page 4
wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav, panipuri and dahi vada. Some trace the modern history of fast food in America to July 7, 1912 with the opening of a fast food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already opened the first Horn & Hardart Automat in Philadelphia in 1902, but their ‗Automat‘ at Broadway and 13th Street, in New York City, created a
sensation. Numerous Automat restaurants were built around the country to deal with the demand. Automats remained extremely popular throughout the 1920s and 1930s. The company also popularized the notion of ‗take-out‘ food, with their slogan ‗Less work for Mother‘ . The American company
White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents from its inception and spawned numerous competitors. It is arguable because most historians and Secondary School textbooks state that A&W was the first fast food restaurant, which opened in 1919.After discovering that most of their profits came from hamburgers, the brothers closed their restaurant for three months and reopened it in 1948 as a walk up stand offering a simple menu of hamburgers, French fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were able to produce hamburgers and fries constantly, without waiting for customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the price at a typical dinner. Their streamlined production
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method, which they named the ―Speedee Service System‖, was influenced
by the production line innovations of Henry Ford. In the cities of Roman antiquity, much of the urban population living in insulate, multi-storey apartment blocks, depended on food vendors for much of their meals. On New Year's Day 2008 a study was conducted worldwide counting the number of fast food restaurants per person. The UK has claimed this title with Australia second and the United States third. England alone accounted for 25% of all fast food.
PROBLEMS IN THE ORGANISATION Trans fats caused problems for Dominos. Trans fats are formed when liquid vegetable oils go through a chemical process called hydrogenation. Common Common in a range of food products biscuits, chips, doughnuts, crackers the hydrogenated vegetable fat is used by food processors because it is solid at room temperature and has a longer shelf life. In September 2002, Dominos issued a statement announcing a significant reduction of trans fats f ats in its fried menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns and crispy chicken sandwiches with the introduction of improved cooking oil in all of its 13,000 restaurants. r estaurants. The change was supposed to be completed by February 2003. However, dominos encountered operational issues and the oil was not changed. An anti-trans fat group claims that dominos deliberately allowed the public to be misled. Legal action action has forced Dominos to give effective notice to the public that the oil was not changed. In Europe and the US, food makers are under growing pressure from consumer groups to cut the trans fat content in food products. Page 6
Consumer Satisfaction Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. . Customer Page 7
satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers‘
expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and reprehensive measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel — even though its facilities and service would be deemed superior in ―absolute‖ terms.
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The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.
Consumer Satisfaction through Four P’s P’s of Marketing Mix Marketing Mix: Marketing
Mix
refers
to
the
ingredients or the tools or the variable which the marketer mixes in
order
to
interact
with
a
particular market. According to Page 9
Philip Kotler, ―Marketing Mix is a set of marketing tools that the firm
uses to pursue its marketing objectives in the target market .‖ Marketing mix is a term used to describe the combination of the four inputs which constitute the core o f a company‘s marketing system: the product; the price structure; the promotional activities, and the distribution system. Marketing mix represents the total marketing program of a firm. It involves decisions with regard to product, price, place and promotion. Marketing mix is a b lending of decisions in the 4 P‘s. Four major ingredients of marketing mix are:
1. ProductA product is any good or service that consumers want. It is a bundle of utilities or a cluster of tangible tangible and intangible attributes. attributes. Product component component of the marketing mix involves planning, developing and producing the right type of products and and services. It deals with the dimensions dimensions of product product line, durability and other qualities. The total product should be such that it really satisfies the needs of the target market. In short, product mix requires decisions with regard to: a) Size and weight of the product b) Quality of the product c) Design of the product d) Volume of output e) Brand name f) Packaging
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g) Product range h) Product testing
2. PricePrice is an important factor affecting the success of a firm. Pricing decisions and policies have a direct influence on sales volume and profits
of
business.
Price is, therefore, an important element in the
marketing mix. In practice, it is very difficult to fix the right price. Right price can be determined through pricing research and test marketing. A lot of exercise and innovation is required to determine the price that will enable
the
firm
to
sell
its
products successfully. Demand, cost,
competition, government regulation, etc. are the vital factors that must be taken into consideration in the determination of the price. Price mix involves decisions regarding base price, discounts, allowances, fright payment, credit, etc.
3. PromotionPromotion component of the marketing mix is concerned with bringing products to the knowledge of customers and persuading them to buy. It is the function function of informing and influencing the the customer. Promotion mix involves decisions with respect to advertising, personal selling s elling and sales promotion. All these techniques help help to promote the sale of products and to fight the competition in the market. No single method of promotion is effective alone and, therefore, a promotional campaign usually involves a combination co mbination of two or more promotional methods. Growing competition and widening market have Page 11
made simultaneous use of more than one promotional method all the more necessary. Combination of two or more methods in a single promotional campaign requires an effective blending of promotional inputs so as to optimize the expenditure on each. There is no one ideal product, type of customers, the promotion budget, stage of demand, etc. should be taken into consideration.
4. Place (Distribution)This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis. In deciding where and through whom to sell, management should consider where the customer wants the goods to be available. A manufacturer may distribute his goods through his own outlets or he may employ wholesalers and retailers for this purpose. Irrespective
of
the
channel
used
management
must
continuously
evaluate channel performance and make changes whenever performance falls short of expected targets. In addition, management must develop d evelop a physical distribution system for handling and transporting the products through the selected channels. In the determination of distribution mix or marketing logistics, a firm has to make decision with regard to the mode of transporting of goods goods to middle -men, use of company vehicles or both.
Four P’s in Domino’s Pizza India Limited Page 12
1. Product MixAs explained earlier Product mix deals with the dimensions of product line, quality and design of the product, its packaging, packaging, brand brand name, name, product range, etc. In this this section section we will study study the product mix of Dominos Dominos Product line of Dominos includes includes the products products offered for sale, i.e. the range of
food
products offered to the customers. The product breadth or number of products offered by Dominos can be classified as:
Vegetarian products
Non vegetarian products
Beverages
Deserts
Vegetarian Products:
Non-Vegetarian Products:
o
Veg. Cheese Pizza
o
Simply Chicken Pizza
o
Veg. Onion Pizza
o
Non-Veg. I
o
Feast Pizza
o
Non-Veg. II
Beverages:
Desserts:
o
Cold Coffee
o
Soft serve cone
o
Hot serves
o
Choco lava cake
o
Soft drinks
o
Shakes
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All this shows the wide product range of Dominos. Besides that the quality of Dominos according to the survey and general findings, is consistent throughout the life of the product. That's how Domino‘s plan their product range. Food quality is key at
Dominos. That‘s why they take pride in the foods they serve and your family. We seek out fresh lettuce and tomatoes, tomatoes, quality buns and potatoes, potatoes, select poultry and fish and wholesome dairy products. Despite extensive and meticulous quality tests at the supplier end, all products are once again carefully scrutinized at the restaurant. Our immaculate immaculate standards of quality allow for nothing but the best to reach your tray. Cold Chain: The term Cold Chain describes the network for the
procurement, warehousing, transportation and retailing of food products under controlled temperatures. Trikaya Agriculture - Supplier of Iceberg Lettuce:
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Implementation of advanced agricultural practices has enabled Trikaya to successfully grow specialty crops like iceberg lettuce, special s pecial herbs and many oriental vegetables. A specialized nursery with a team of agricultural agricultural experts. Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products:
A joint venture venture with OSI OSI Industries Inc., USA, and Dominos Dominos India Pvt. Pvt. Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods- separate processing processing line for chicken chicken and vegetable vegetable foods.
Dynamix Diary - Supplier of Cheese:
Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centers equipped with bulk coolers.
Easy accessibility has enabled farmers augment their income by
finding a new market for surplus milk Product strategies:
In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its products and product mix to the changing needs and targets of the market. This matching of products to the requirements of competition and buyers is known as product strategy. Some of the important product strategies, which firms adopt, are as follows:
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1) Limited Line Strategy: This refers to the offering of one product or a small number of products to cater specific market. The main benefit of this strategy is low cost of operations. However, it cannot meet meet the requirements of different types of customers in different markets. 2) Full Line Strategy: This Ids also known as broad line strategy, it
implies the offering of a large number of products to meet the requirements of different customers in different markets. 3) Trading up and trading down: These are alternate or opposite
strategies for expanding the product mix. Trading up implies addition of some higher priced products to the existing product line of lowered priced products for improving the sales of old products. Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales.
2. Price MixPrice is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan defining the initial pr ice range and the planned price movements through time that the firm will use to achieve its marketing objectives. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale. Company pricing policies:The price must be consistent with company
pricing policies. Many companies set up a pricing department to develop Page 16
policies and establish or approve decisions. The aim is toensure that the salespeople quote prices that are reasonable to customers and profitable to the company. Now-a-days, most companies follow buyer based pricing. They are basing their prices on the Product‘s perceived value. They see buyers perception of value, not the seller‘s cost , as the key to pricing. The company using perceived-value pricing must establish the value in the buyers‘ mind concerning different competitive offers. Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market. The initial high price serves to skim the cream of the market, that is, relatively insensitive to price. This approach to pricing is, in effect, an experimental search for the right price and it may result in a marketdetermined price. This method starts with with a high price and and moves the price downward by steps until the right price is reached. Initially Dominos charged high price than what is being charged now. But now it introduces introduces new schemes for value of money.
3. Place Mix (Distribution)This element of marketing mix involves a choice of the place wh ere the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis.
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Dominos distribution centers are wide, located in every area of India. Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India:o
72 restaurants in North & East India:
32 in Delhi
20 in Uttar Pradesh - Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru)
Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2)
10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4)
Karnal (1) (Highway and Drive - Thru), Panipat (1)
5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru)
o
Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)
2 in Rajasthan - Jaipur (2)
1 in Uttaranchal - Dehradun (1)
50 in west and south India:
30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1)
7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1)
6 in in Karnataka - Bangalore(6) Bangalore(6)
4 in Andhra Pradesh Pradesh - Hyderabad (4)
3 in Madhya Pradesh - Indore (3)
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For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director, domino ‘s India. The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping malls and Cineplex, besides at residential areas with significant footfalls. India recently won the tender for setting up an outlet each at railway stations in Mumbai and Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi Metro
Rail
Corporation project,
expected
to
be
operational by year-end. And if all goes according to plan, another dominos outlet could come up at Delhi's Nizammuddin railway station. The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating shortly. The chain‘s other three highway restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana highway and the Mumbai-Pune highway.
4. Promotion MixPromotion is a process of communication with the potential buyers involving information, persuasion persuasion and influence. It includes all types types of personal or impersonal communication with customers and intermediaries. Promotion mix refers to the combination of various promotional tools used by a business firm to create, maintain and increase demand. It involves an appropriate integration of advertising, personal selling, sales promotion and publicity.
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Relation of McKinsey 7S model with Domino’s Let's look at each of the elements specifically in relation with Domino’s •Strategy: The plan devised to maintain and build competitive advantage over the competition. Domino‘s successfully has been able to maintain the over the years. They have used the effective ef fective strategies to maintain the consistency in the market for their survival. •Structure: The way the organization is structured and who reports to whom. Domino‘s has been able to maintain the structure and the disciplinary approach. The all things are in accordance and the customer is given a special attention and satisfaction. •Systems: The daily activities and procedures that staff members engage in to get the job done. •Shared Values: Called "super ordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic. •Style: The style of leadership adopted. •Staff: The employees and their general capabilities.
Skills: The actual skills and competencies of the employees working for the company.
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COMPETITORS INFORMATION: Major players in this field: 1) Papa John‘s Pizza 2) Nirula‘s 3) Pizza hut 4) KFC 5) Mc Donald‘s These day working executives are busy a lot they don‘t have the spare time to cook food due to to their high this possible income and ever ever increasing arperalional
levels they prefer to it out at
this
fast
food
outlets
(McDonalds, Nirula‘s, Pizza Hut) where they find the match according
to their asperitional level.
1. Papa John’s PizzaPizzaPapa John's Pizza (NASDAQ: PZZA) is the third largest take-out and delivery pizza restaurant chain in the United States, behind Pizza Hut and Domino's Pizza. It is based in Louisville, Kentucky. Papa John's slogan is ―Better Ingredients. Better
Pizza."
Internationally, there are over 3,300 Papa John's establishments, including over 2,600 in the U.S. and more than 500 in over 30 other countries. Papa Page 21
John's primarily takes carryout and delivery orders, although some stores have tables and chairs. Papa John's offers online ordering throughout the United States, automatically assigning all registered customers to the closest location.
Nirula’s2. Nirula’sEstablished in 1934, Nirula‘s today is a
diversified group having a chain of elegant Business hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlors, pastry shops s hops and food f ood processing plants in India. The chain with over 60 outlets operating in 5 states successfully caters to the Indian palate of over 50000 guests every day or over 70 years. The restaurants serves a wide variety of multi-cuisine foods, both western and Indian including pizzas, burgers, chana kulcha, saag-roti and much more! Ice cream parlors offer an extensive range of exciting and innovative ice cream flavors with one new flavor added every month. Nirula‘s pastry shops are a one -stop shop for bakery and confectionary
items.
3. Pizza Hut-
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Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90 countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets by the end of 2004. Pizza Hut will will consolidate its presence in cities where it already exists as an endeavor to create a major share of these profitable markets first before spreading to other markets. markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would be franchisee owned resulting from the smooth functioning of the existing stores which are all franchisee owned. Hence, the same arrangement will be followed in the future to ensure growth-oriented results. The data written below represent what Pizza Hut is all about and gives a brief profile of the company.
4. KFCKFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997, when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back Page 23
to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, ‗Yum!‘ continues to use the abbreviated name freely in its advertising.
5. Mc Donald’sDonald’sMcDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonald‘s Corporation held a minority interest in
Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
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McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.
Middleby Marshall, the world leader in conveyor ovens, has been awarded the 2008 Excellence in Partnership Award from Domino‘s Pizza India, Ltd.
This is the third consecutive year Middleby has received r eceived the award.
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Middleby Marshall has partne red with Domino‘s India since their first pizza store opened in New Delhi in 1996. Today, India is the fastest growing country in the Domino‘s network.
"We are honored to receive this award from a true partner and the very innovative team at Domino‘s India ," said Middleby Marshall President Mark Sieron. "Our ovens have helped Domino‘s establish a reputation in India for
being the home delivery specialist capable of delivering pizzas within 30 minutes to a community of loyal customers from its entire chain of stores around the country." Industry data confirms people across India are consuming more than three million pizzas a month and the monthly sales figures are projected to double in the next four years across India. Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. Today, Domino's Pizza India has grown into a countrywide network of over 220 outlets in 42 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. Customers can order their pizzas by calling a single countrywide Happiness Hotline. Domino's India was the first to start this type of countrywide number for its customers. Currently Middleby Marshall Ovens are installed in Domino‘s restaurants around the world,
cooking more than 1 million pizzas per day. R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian Development Foundation created awareness on TB to the members of Dominos Pizza at four different stores in Mumbai on Saturday, 14th March. Dominos Pizza
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Stores at Vile Parle (West), Vile Parle (East), Mahakali Caves Road and Chakala organized the awareness program.
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Ajay Kaul, Chief Executive Officer of Domino' Domino'ss India (left) and Tarun Bhasin, Domino's Domino's India Chief of Operations (right) present the theDomino's India 2008 Business Partner of the Year Award to Abhishek Azad of Middleby-M Middleby-Marshall arshall India (center).
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This topic is about analyzing the satisfaction of the consumers towards the services provided by Domino‘s Pizza India Ltd. It has come through to give
a clear cut idea to the market strategy, the ways of how the marketing pattern of Domino‘s Pizza India Ltd is. Its main aim is to find out the marketing strategy and pattern of Domino‘s Pizza India Ltd. in Bangalore and also how
it properly acts to attract customers to its enterprise. en terprise. The comprehensive statement of the problem can be state as ―A Study on
Consumer satisfaction of Domino‘s Pizza India Limited in Bangalore city‖.
To do customer value analysis which includes identifying the major attributes that customers value
in a fast food chain
restaurant, assessing the quality of
different attributes.
the
To shed light on different aspects that a service based food chain must follow in order to increase its market share and for being on a continuous growth stream.
To identify different activities that an aggressive company like Dominos follow in order to establish itself in a local market and increasing sales sales by being in customer‘s mind and heart.
To know the consumer perception and Preference about Dominos products. Page 29
The study is exclusively conducted for consumers of Domino‘s Pizza India
Ltd. which are dispersed in different areas of Bangalore city. As both organizational and personal consumers use the product, their needs, preference, usage habit, post purchases actions vary- Widely which in turn gave the study a wide and large scope for analysis. The time frame of this study lasted for about 2 months i.e., February-March 2011.
The study helps Domino‘s Pizza India Ltd. to appreciate the factors
leading to consumer satisfaction.
The study helps to understand consumer‘s attitude towards Domino‘s
Pizza India Limited services and products.
The study al so helps Domino‘s Pizza India Ltd. to obtain suggestions regarding improvement in the services provided.
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The controlling controlling plan for a marketing 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 ResearchA research design in which the major emphasis is on determining the frequency with which something occurs. For example, how often users access internet in a given month. The focus of descriptive research is to provide an accurate description for something that is occurring.
Data Source: In this project both primary data as well as secondary data are used. PRIMARY DATA
Primary data used in this project is collected through three sources:
Questionnaire Method
Direct Personal Interview Method
Observation Method
SECONDARY DATA
It is not possible to collect first hand information for each & everything so, secondary data from various source s like Internet, A. C Neilson‘s report on Page 32
Jan, 2007, Information from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline Website.
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. Non random sampling:
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 Page 33
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 samplingIn this study primary data plays a vital role. The process of choosing the correct number of respondents is nothing but sampling procedure. Sampling area: Bangalore city
Sampling Size100 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 MethodRandom Sampling
The study has been analyzed in different region in the city. Such regions are as under-
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Region
Number of respondents
Jayanagar
Yet to approach
Kumaraswamy Layout
-
Do
-
Banashankari
-
Do
-
Since the road to improvement is never ending, so this study also suffers from certain limitations. limitations. Some of them are as follows:
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. Cooperation on the part of informants, in some cases, was difficult to presume.
Because of time time constraints constraints and reserve constraints, constraints, a
mix of
convenient sampling and judgment judgment (Probability & Random) 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. Page 35
The primary data that is collected using the questionnaire is analyzed step by step:
The questionnaire is prepared keeping in mind the objectives of the study.
The data are tabulated and the respondents are classified according to age, sex, occupation and monthly income. The data relating to the objectives has tabulated and their percentages will be calculated.
The finding of the study is based on assumption that the information collected from the respondents is accurate.
Conclusions are based on the findings and implications
1. General Introduction Introduction
This chapter explains the different Marketing Strategies adopted by Domino‘s in Bangalore for consumer satisfaction. It also gives a theoretical
background of the various aspects of the selected problems. 2. Introduction Introduction to the problem
This chapter deals about analyzing the problem area of the Domino‘s to get a clear cut idea about the marketing strategies and the ways of how the marketing pattern of Domino‘s is. 3. Research Design Page 36
This chapter deals with the methodology in the approach of the study. It includes all the framing of objectives to fieldwork and analysis, and gives a detailed description of the research design. 4. Company Profile
This chapter reveals the detailed information about the company along with the important people, employees, products and services. 5. Data Analysis and Interpretation Interpretation
This chapter deals with the analysis of the questionnaires used for survey as a primary source of data. 6. Findings
This chapter is all about what is being analysis from the previous chapter along with the derivations from the questionnaires.
Page 37
Page 38
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
Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and a variety of dessert items.
Company BackgroundPage 39
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 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. In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza.
International Expansion: On May 12, 1983, Domino's opened it s first international store, in Winnipeg, Manitoba, Canada. The same year, Domino's opened its 1,000th store overall, and by 1995, Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th international location, opening seven stores in one day across five continents.
Sale of Company:
Page 40
In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-today operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer.
Current ScenarioIn 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the opening bell at the New York Stock Exchange and the company began trading common stock on the NYSE under the ticker symbol "DPZ". Industry trade publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003 and did so again in 2010.In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois, and its 3,000th
international
store
in
Panama City, making 8,000 total stores for the system. Also that year, the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million per year. As of September 2006, it has 8,238 stores which totalled US$1.4 billion in gross income. In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites. Page 41
In 2009, Domino's introduced the Pizza Tracker, an online application that allows customers to view the status of their order in a simulated "real time" progress bar. In addition, the first Domino's with a dining room opened in 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. In a 2009 survey of consumer taste preferences among national chains by Brand Keys, Domino's was last tied with Chuck E. Cheese's. In December that year, Domino's announced plans to entirely reinvent its pizza. It began a self-flogging ad campaign in which consumers were filmed criticizing the pizza's quality and chefs were shown developing the new product. 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-
Page 42
The current Domino's menu features a variety of Italian-American entrees and sides. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust
styles
Additional
and entrees
toppings. include
pasta bread bowls and ovenbaked sandwiches. The menu offers chicken side dishes, breadsticks and salads, as well as beverages and desserts. 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 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
Page 43
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. – style 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. 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. The company introduced its American Legends line of specialty pizzas in 2009, featuring 40% more cheese than the company's regular pizzas, along with a greater variety of toppings. That same year, Domino's began selling its Bread Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with war m fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St Helens. In 2010, the company changed its pizza recipe "from the crust up", making significant changes in the dough, sauce and cheese used in their Page 44
A makeline at domino’s pizzas. Their advertising campaign admitted to earlier problems with the public perception of Domino's product due to issues of taste. Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly and president of Domino's USA. Previous chief executive David Brandon, made athletic director of the University of Michigan in January 2010, remains chair man. Among 11 executive vice presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise Operations and Development; Development; and Kenneth Rollin, General
Counsel.
Domino's operations are overseen by a board of directors led by Brandon. Other members of the board are Andrew Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.
Page 45
Charitable activities In 2001, Domino's launched a two-year national partnership with the MakeA-Wish Foundation of America. That same year, the company stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Centre and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and giving" campaign since it began in 2004, raising more than $1.3 million in 2006.
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 Page 46
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. Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year partnership to become the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup Series.
30-minute guarantee Service Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of placing an order, or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 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. Page 47
In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but stopping short of promising delivery in a half hour. 30 minutes guarantee for hot and delicious pizza or free.
Page 48
Page 49
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 information‘s and extracting
meaning from them. Interpretation is the process of drawing; conclusions from the gathered data in a study. Analysis methods should be selected on the basis of whether or not they will be able to effectively answer the evaluation questions within each evaluation project. There are a number of considerations when selecting evaluation methods. The first is to make sure that the methods which are selected are appropriate and ethical for the groups involved in them. Appropriate ethical approval processes need to be followed where required and evaluators need to confirm to appropriate ethical standards. Page 50
Methods selection in evaluation also needs to be very focused on value for money in terms of the selection of methods. There are usually limited evaluation resources and they need to be used wisely. Evaluation methods should be ‗fit for purpose‘ in the sense
that they provide the amount of information required at a level of certainty which is sufficient for the purpose of the evaluation.
1) Analysis of Table 1: Love for outdoor eating PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Yes
80
80%
No
20
20%
TOTAL
100
100%
As per the data analysis, 80 respondents love outdoor eating and 20 respondents like to dine at their homes.
Page 51
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.
2) Analysis of Table 2: Page 52
Frequency of visit
PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Once a week
20
20%
More than once a week
14
14%
Once a month
16
16%
Once a fort night
50
50%
TOTAL
100
100%
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 Domino‘s once a fort night.
Page 53
50 45 40 35 30 50 25 20 15 20 10
16
14
5 0 Once a week
More than once a week
Once a month
Once a for forth ni night
Frequency of visit
INTERPRETATION: In this question, we have assessed the frequency of visits to Domino‘s
Outlets, and we interpreted that a majority of 50% respondents visit fort night and 20% respondents visit once a week.
Page 54
3) Analysis of Table 3: Customer Preference PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Domino’s Domino ’s
34
34%
Pizza Hut
30
30%
Mc Donald’s Donald’s
20
20%
KFC
16
16%
TOTAL
100
100%
As per the data analysis of question 3, 34 prefer Domino‘s, 30 respondents prefer Pizza Hut, 20 like Mc Donald‘s and the rest 16 go for KFC.
Page 55
35% 30% 25% 20%
34% 30%
15%
20%
10%
16%
5% 0% Domino's
Pizza Hut
Mc Donald's
KFC
Customer Preference
INTERPRETATION: In the third question, we have analyzed the customer preference in terms of fast food outlets. From the above graph, we have interpreted that most of the people that is 34% respondents prefer Domino‘s followed by Pizza Hut being 30%, Mc Mc Donald‘s 20% and KFC 16%. 16%.
4) Analysis of Table 4: Page 56
Consistency of taste and quality
PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Yes
86
86%
No
14
14%
TOTAL
100
100%
As per the data analysis, 86 respondents said there is a consistency of taste and quality in the f ood ood at Domino‘s Pizza, while 14 respondents did not agree upon this.
Page 57
Constency in Taste Taste 14%
Yes No
86%
INTERPRETATION: In this question, we have assessed about the taste and quality consistency at Domino‘s 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.
5) Analysis of Table 5: Page 58
Pricing Satisfaction PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Satisfied
55
55%
Very Satisfied
30
30%
Not Satisfied
15
15%
TOTAL
100
100%
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.
Page 59
Promotional Measures Satisfied
Very Satisfied
Not Satisfied
15%
30%
55%
INTERPRETATION: In this question, we have assessed the price satisfaction of the respondents and 55% are satisfied with its price, whereas 30% are very much satisfied but 15% do not feel good about the price.
6) Analysis of Table 6: Page 60
Promotional Measures
PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Very Effective
10
10%
Effective
50
50%
Not Effective
40
40%
TOTAL
100
100%
As per the data analysis, 10 respondents think that the promotional measures of Domino‘s is very effective, 50 think it‘s effective to a certain extent, while 40 do not the promotional measures effective.
Page 61
Promotional Measures Very ef effective
40%
Effective
Not Ef Effective
10%
50%
INTERPRETATION: In the seventh question, we have assessed the effectiveness of Domino‘s promotional measures. From the above chart, we interpreted that 50% respondents think it was effective while 40% do not think so.
7) Analysis of Table 7: Page 62
Recommendation to Domino ‘s PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Include more varieties
52
52%
Reduce Prices
12
12%
Better Promotions
10
10%
Improve Quality
26
26%
TOTAL
100
100%
As per the data analysis recommendation to Domino‘s goes like this :
respondents who need more varieties are 52, who want reduction at the price are 12 , those who feel that the promotional strategy is not having the impact are 10 and who desires for quality are 26.
Page 63
60
52
50
40 26
30
20
12
10
10
0 Include more variety
Reduce Pr Prices
Better Pr Promotion
Improve qu quality
Recommendation to Dominos
INTERPRETATION: In this question, we have assessed the suggestions and feed back of the respondents about Domino‘s 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.
8) Analysis of Table 8: Page 64
Eating Experience PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Excellent
15
15%
Very Good
20
20%
Good
50
50%
Poor
15
15%
TOTAL
100
100%
As per data analysis, the eating experience of 15 respondents was excellent, 20 was very good, 50 good, and 15 poor.
Page 65
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.
9) Analysis of Table 9: Page 66
Varieties satisfaction PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Very Satisfied
70
70%
Satisfied
15
15%
Not Satisfied
15
15%
TOTAL
100
100%
As per data analysis, 70 respondents are very satisfied with the varieties in menu, 15 are only satisfied, and 15 are not satisfied.
Page 67
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.
10) Analysis of Table 10: Page 68
Awareness of Charity Services PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
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 Domino‘s.
Page 69
60%
70% 60%
40%
50% 40% 30% 20% 10% 0% Yes
No Charity Services
INTERPRETATION: In this question we have assessed the awareness of charity scheme of Domino‘s among the respondents and 60% result was positive.
Page 70
11) Analysis of Table 11: Hygiene PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Yes
98
98%
No
2
2%
100
100%
TOTAL
As per data analysis, 98 respondents said that the Domino ‘s Outlets are hygienic while 2 replied negatively.
Page 71
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.
Page 72
12) Analysis of Table 12: Dining Preference PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Dine In
39
39%
Take Away
61
61%
TOTAL
100
100%
As per data analysis, 39 respondents prefer to dine in the domino‘s Outlets and the rest 61 prefer take away.
Page 73
Dining Preference
39%
61%
Dine In Take Away
INTERPRETATION: In this question, we have assessed the preference to dine in Domino‘s Outlets and we interpreted that a majority of 61% prefer take away.
Page 74
13) Analysis of Table 13: Home Delivery PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Yes
100
100%
No
0
0%
100
100%
TOTAL
As per data analysis, 100 respondents have ordered for home delivery from Domino‘s Pizza.
Page 75
120%
100%
80%
60% 100% 40%
20%
0%
0% No
Yes Home delivery
INTERPRETATION: In this question, we have assessed whether the respondents have ever ordered for home delivery and the result was 100% yes.
Page 76
14) Analysis of Table 14: Delivery within 30 minutes PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
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.
Page 77
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.
15) Analysis of Table 15: Page 78
Ambience PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
Yes
52
52%
No
48
48%
TOTAL
100
100%
As per the data analysis, 52 respondents liked the ambience and 48 did not.
Page 79
52% 51% 50%
52%
49% 48%
48%
47% 46% Yes
No Ambience
INTERPRETATION: In this question, we have assessed that 52% feels nice about Domino‘s
ambience, while 48% said there should be some more creativity.
Page 80
16) Analysis of Table 16: Food Preference PARTICULAR
NO.OF RESPONDENTS
PERCENTAGE
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.
Page 81
72% 80% 70% 60% 50% 28%
40% 30% 20% 10% 0% Veg
Non - Veg Food Preference
INTERPRETATION: In this question, we have assessed that 72% prefer Non-vegetarian over Vegetarian food.
Page 82
80% of the customers loved to dine outside their home.
50% of the respondents visit Domino‘s once a fort night ,followed by once a week, once a month and and then more than once once a week.
34% of the respondents prefers Domino‘s, Domino‘s, then followed by pizza hut, Mc. Donald‘s and KFC respectively. respectively.
86% of the customers felt that the taste and quality of the food at Domino‘s Pizza remains same, whenever they visit.
55% of the customers are followed by the pricing and less than 20% are not satisfied.
Page 83
50% of the respondents feel that the promotional measures are effective only 40% felt that it is not.
52% recommended that Domino‘s should include more varieties, then some of them suggested that there should be reduction in prices, then 26% and 10%
suggested that improve
in quality and better
promotion should be there.
50% consumers are satisfied with the eating experience in Domino‘s only 15% felt bad about it.
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.
98% customers customers are satisfied with the hygiene factor at Domino‘s.
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.
100% respondents ordered for home delivery also in their past.
96% of the respondents got their home delivery package within 30 minutes.
52% of the respondents feel the ambience of the outlet is good and rest of them doesn‘t seem to be very happy.
72% respondents liked to have non- vegetarian food and only 28% turned up for vegetarian food in the outlet. Page 84
Page 85
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 Domino‘s once a fort night.
As per the data analysis of question 3, 34% prefer Domino‘s, 30% respondents prefer Pizza Hut, 20% like Mc Donald‘s and the rest 16% go for
KFC. As per the data analysis, 86% respondents said there is a consistency of taste and quality in the food at Domino‘s Pizza, while 14% respondents did no t
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 Domino ‘s is very effective, 50% think it‘s effective to a certain extent, while 40% do not the promotional measures effective. As per the data analysis recommendation to Domino‘s goes like this :
respondents who need more varieties are 52%, who want reduction at the price are 12% , those who feel that the promotional strategy is not having the impact are 10% and who desires for quality are 26%. As per data analysis, the eating experience of 15% respondents was excellent, 20% was very good, 50% good, and 15% poor.
Page 86
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 Domino‘s. As per data analysis, 98% respondents said that the Domino‘s Outlets are
hygienic while 2% replied negatively. As per data analysis, 39% respondents respondents prefer to dine in the domino‘s Outlets
and the rest 61% prefer take away. As per data analysis, 100% respondents have ordered for home delivery from Domino‘s 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.
Page 87
Domino‘s should use more aggressive marketing strategy to attract the
customers.
Page 88
Domino‘s should introduce some new dishes to pull the customers.
Domino‘s should work out on the ambience more for satisfaction of
the customers.
Domino‘s should charge a little less to capture more market.
Domino‘s should improve his quality of the pizzas to the new heights.
Domino‘s should increase the veg . pizza portfolio also for the veggies.
They should open more outlets in the overcrowded areas.
Domino‘s should use glass tumblers instead of disposable one to serve
the customers.
Washrooms should be maintained properly.
The personnel should be more polite and well informative
Domino‘s floors should be frequently cleaned.
Better air-conditioning can be arranged in the outlet.
Frequent feedbacks should be taken from the customers for regular improvement.
And last but not the least it should introduce more proper Indian style pizza to attract more INDIANS.
Page 89
Questionnaire
Page 90
Dear respondent, I, Hrishikesh Borah student of Dayananda Sagar Junior Business School, doing my project on“ Consumer Satisfaction in Domino’s Pizza India Ltd”. I would be grateful to you if you could kindly cooperate with my work for better of my knowledge.
Name: ____________________________ Phone no: _________________________
1. Do you love eating outdoors? Yes
No
2. How frequently you visit Domino’s? Once a week
More than once a week
Once a month
Once a forth night
3. Which fast food outlets do you prefer the most? Domino’s
Pizza Hut
Mc.Donalds
KFC
4. Is the quality and taste always the same in Domino’s? Yes
No
Page 91
5. Is the prices are satisfactory or not? Satisfied
Very Satisfied
Not
Satisfied
6. Are the promotional efforts are good enough to pull the customers?
Effective
Very Effective
Not Effective
7. What do you recommend to Domino’s?
Include more Varieties
Reduce Price
Better Promotions
Improve Quality
8. Experience at Domino’s? Excellent
Very Good
Good
Poor
9. Is there enough varieties of food to satisfy you? Very Satisfied
Satisfied
Not
Satisfied Page 92
10.Do 10.Do you aware about the charity services done by Domino’s? Yes
No
11.The 11.The food at Domino’s is hygienic? Yes
No
12.Where 12.Where do you want to dine? Dine In
Take Away
13.Do 13.Do you ever ordered food for home delivery from Domino’s? Yes
No
14.Is 14.Is it before 30 minutes? Yes
No
15.How 15.How was the ambience in Domino’s? Good
Bad
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16.What 16.What kind of food do you prefer?
Veg
Non – Veg Non –
Observation
Individual pre and post program feedback forms through questionnaires.
Interviewing and mailing Page 94
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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