FINAL OUTPUT

IN
SERVICE MARKETING

Submitted by: Aexcell Rose F.

Almomento
Submitted to: prof. Sheila Mae
Clariza
Domino’s Pizza Marketing
Mix (7P’s)
 Domino’s Pizza, Inc., better known as Domino’s, is
an international pizza restaurant company based in the
United States that was founded in 1960 and is directed
by CEO Richard Allison. The company is based in Ann
Arbor, Michigan, and has its headquarters in the
Domino’s Farms Office Park.
In the mid- to late 1970s, the 30-minute delivery
philosophy took off. In Ypsilanti, Michigan, the first
Domino’s Pizza franchise location debuted in 1967. The
company’s growth was accelerated substantially as the
franchising model was great to begin with. The two-
hundredth Domino’s store opened in 1978, and Domino’s
first international outlet opened in Winnipeg, Canada,
in 1983. Domino’s Pizza, Inc. offers the rights to
grow Domino’s in a country or territory under the
“master franchising” concept. Other than the United
States, all Domino’s restaurants are franchised. In
the mid-1990s, Domino’s was encouraging the conversion
of local pizza companies to the Domino’s Pizza brand,
in addition to opening new international franchisees.
Domino’s is the largest pizza delivery brand
around the world, but it is also facing tough
competitions from its other rival fast food giants
like KFC, MC Donald’s and pizza hut being the biggest
of them all as their interests and menus are all the
same.
Product

Domino’s is widely known for its quality and

freshly pizza in real-time. The boxes for the food
products are specially designed to keep everything
fresh and hot. The products offered are of both
vegetarian and non-vegetarian variety. In order to
seize the market Domino’s has worked on a unique
concept of localizing the flavors.
Domino’s pizza comes in three different sizes –
small, medium and large. In the varieties, Country
Special Pizza, Mexican Green Wave Pizza, Zesty Chicken
pizza, Seventh Heaven Pizza, Chicken and Prawn Pizza,
Grand Supreme Pizza, Chicken and Camembert Pizza are
some of the popular pizzas.
Besides pizzas, Domino’s also deals in some other
food items. Calzone pockets, Garlic Bread Sticks,
Stuffed Garlic Bread Sticks, Taco Indiana, Pasta
Italiano (white sauce), Chicken Wings, Choco Lava
Cake, Spicy Baked Chicken and Butterscotch Mousse Cake
are also available here. Beverages like Thumps-up,
Fanta and Coke have been introduced in the menu.
Dominos also gives a choice in the matter of crust
like the Fresh Pan Pizza and Cheese burst pizza. It
has also started offering options including whole-
wheat crust and any other company has yet not utilized
this option. The buyer also has a choice on the
toppings. Extra cheese on a pizza and Dips like
Roasted Pepper Dip and Cheesy Jalapeno Dip are
available on Demand.

Price

Domino’s main target is the lower middle class and

middle class income group. Best of quality with
reasonable pricing is its motto. Dominos has come up
with a uniform and consistent pricing policy. This
keeps the base price in check and helps the company to
attract
customers. If you look at the competition, then
Domino’s has been somewhat evenly prized with Pizza
hut.
Affordability is the key to the tremendous success
of this reputed company. To maintain the price level
many new and innovative schemes are launched on
regular basis. It always gives its customers value for
one’s money. Special discounts are offered at regular
intervals. For Wednesdays, a special scheme was
launched where one free pizza was offered with one
buy. Many free food items on purchase of selected and
exclusive products are some of the methods to lower
the prices and attract the customers. Pizzas are
available in three sizes large, medium and regular so
that one can buy whichever is affordable to them.
One of the best MBA Colleges in Kolkata believes
that the pricing policy of any company is one of the
most important factors in the marketing mix. It is
essential for any business to determine the pricing
strategies to earn profits.

Promotion

Domino’s idea of maintaining direct contact with

its customers is one of the factors that has led to
taking the company to higher levels of
inaccessibility. Its door-to-door delivery policy is
amazing. Almost everyone knows that Domino’s will
deliver a pizza in thirty minutes flat. Domino sales
are based on telemarketing sales and the efficiency of
their professional delivery boys.
In addition to testing their strengths and
weaknesses, Dominos also identified his competitors.
McDonalds KFC, Subway, Pizza Hut, and Burger King are
some of Domino’s key competitors. One sector where
other companies fail to compete to deliver pizzas on
time.
To promote its food products, Dominos is
constantly introducing new and offered schemes to
maintain its adherence to its customers. Home delivery
is always free. Sometimes a company offers a 50%
discount on a second pizza. Occasionally, the company
introduces schemes such as one small pizza for free on
one large pizza. Sometimes lucky coupons are also
given to loyal customers. The most common and standard
system offers free coke for every purchase. Therefore,
the marketing team is heavily involved in marketing
and marketing promotion programs.
Visible television media has been used to a great
extent. Many great domino pizza ads with well-known
characters have been circulated and are all very
popular with the masses. Most Domino’s ads are
intended to serve a product or advertisement or
product reminder ads so that people can view the ad
and order Domino’s Pizza. Domino’s has really changed
the idea of eating in the Indian House. Domino pizza
ads can also be seen in newspapers and magazines.

Place

Domino pizza always maintains a specific channel

and base for its customers. Customers can call or text
the pizza delivery. Buyers can also place their orders
online using the official Dominos website. In either
case, the combined food product is delivered and later
received by the consumer at the stated address. If the
order does not reach the buyer within 30 minutes, the
buyer does not have to pay. Order is delivered free of
charge. The boys you need are the real heroes of this
organization. The details of the entire route are
determined in advance and after the order is placed,
this route is followed for a short period of time.
One of the most common ways to eat pizza is at a
Dominos supermarket. Dominos has many stores in the
most beautiful places. Most supermarkets and highways
have a Domino pizza section. Domino is currently
available in 73 countries and has more than 10,000
stores.
Dominos operates a franchise-based model in which
97% of its business is owned by a franchise.
Currently, there are 17000 Dominos stores worldwide.
In the United States approximately 4000+ local
franchise stores and 800 around franchisees operate
more than one store. Worldwide there are more than
7000 Domino stores. Outside of the United States,
India is the next hotspot with more than 1000 stores.
It has many dough production centers and 1 mechanical
supply center, 1 vegetable processing center and 1
pressurized planting center in the United States. The
same type of equality is maintained globally even
though machinery and other equipment are provided by
Dominos itself.
Dominos is also online as 95% of transactions are
made online through its apps and website with more
than 30 countries making online orders. The product
not only uses its own delivery platform but also
upgrades it to food delivery applications.

People

Domino’s consists of employees that are well-

trained, however there is little or no room for
creativity in customer care because they must stick to
the guidelines provided. Employees at Domino’s are
trained according to the training manual and the
standards provided by the specialized learning and
development team. Through classroom instruction and
other developing methods, employees are also
encouraged to offer suggestions for improvement. The
innovations are aided by a variety of incentive
programs. A strict feedback system is also in place,
which is linked to the performance system and thus
holds employees accountable for their actions and
behavior on the job. Also, Domino’s has various
departments that are headed by well-trained executives
that are enabled to tackle situations whatsoever some
of they are:
 • Executives that work under the service
department are trained to hear the problems of
customers and guide them accordingly towards the
solution. They basically are taught how to respect the
customers and how to resolve their issues flawlessly.
• Executives working towards tackling suppliers
are well trained about how to not compromise on the
quality of the raw materials and keep the quality top
notch.
• Executives working on site are well trained to
handle customers on site by solving their queries also
suggesting them products that will best satisfy their
needs.

Process

The Domino’s restaurant offers two kinds of

service: in-store ordering and online ordering, which
may be picked up or delivered to your home. Both of
these processes in its marketing mix are the backbone
of its service offering. Domino’s prioritizes house
deliveries first since they must be prepared swiftly
and then taken over by the delivery boy to be
delivered, as it ensures thirty-minute delivery.
Customers can pick their pizzas after paying for their
orders at Domino’s restaurants, where deliveries are
also done on a token basis, which defines the line
number. In their outlets, people must choose from a
menu displayed in front of them from any of the
several counters located at the front end of the
kitchen. After placing the order immediate payment has
to be done in order to avoid any inconvenience and
following all these processes finally after a due time
the customer’s order is all-ready. The cleaning
service of Domino’s restaurants ensures that the
restaurant is kept clean on a regular basis. The pizza
tracker technology is available for online deliveries,
and it allows you to track your order from the time it
is placed until it arrives at your door. Customers can
also provide comments about the services and the
quality hence valuing suggestions.
Physical Evidence

In a nutshell, physical evidence is all about what

the tin says, that is what the company’s idea of the
company needs to “look the part”. A cue, that is
tangible in nature, is provided by physical evidence,
of the quality of experience of what the company is
offering.
The design and layout are the two important
aspects of the business that a company should deploy
to ensure that the experience the consumer has is
simple and quite straightforward. There are always the
chances of consumer going to the competition if they
didn’t have specific or anticipated experience
delivered to them by the company. Hence it is
important for a company to invest in the tangible
experience of the consumer as it is to make their
product and service the best.
Domino’s Pizza Inc. is known for its ambience all
over the world. It is specially known for its unique
poster display, as shown below. They are a collage of
various famous movies, web-series and the funny quotes
about the ingredients of pizza and other products they
supply. This really attracts the consumers within the
range of 14–36-year-olds.