Hungry Kya?: Nikhil Bhagat Sandip Malik

Hungry Kya?
Nikhil Bhagat
Sandip Malik
Today’s Menu
Situational
The Journey So Far
Analysis
Competitor’s &
Marketing Mix
Market Overview
Recommendations
The Journey So Far
• 1960: Tom Monaghan and his
brother James purchased
DomiNick’s, a small pizza store,
at 301 West Cross Street in
Ypsilnti Michigan near Eastern
Michigan University
• 1961: James Monaghan traded

his half of the business to Tom
for a Volkswagen Beetle.
• THE THREE DOTS:

Created in 1960 to attract more
customers due to the bright and
highly noticeable colours
Mission & Vision
• Mission: To be the No. 1 pizza company in the world by 2020
• Vision: Exceptional people on a mission, to be the best pizza

delivery company in the world
Company Overview
• Second largest Pizza chain in the US; 9,000 corporate and

franchised stores across 60 nations.
• Domino’s outlet in India opened in 1996
• Today, there are about 1,100 stores in India
• Jubilant Food Works Limited, a Jubilant Bhartia Group company,

that holds the Master Franchise rights for India, Nepal, Sri Lanka
and Bangladesh
Few Facts
• Pepperoni is most popular pizza topping
• Breadsticks were the first national non-pizza item at Domino’s in
1992
• Domino’s World’s faster pizza maker Dennis Tran can make 3 large
pizzas in just 34.36 seconds
• Delivery experts cover 10 million miles each week in US alone
• Delivers more than 1 million pizzas a day worldwide
• Operates 13200 stores in more than 80 countries
• More than 260000 employees
• More than half sales come from outside U.S.
On The Platter
• PIZZA • TACO
• PASTA • BURGER PIZZA
• TACO • CHICKEN PIZZA
The India Story
• Aggressive marketing campaign
• Late 90’s: Hungry Kya
• 2003: Introduced the concept of home

delivery, “30 mins or free delivery” promise
• 2008: “Kushiyo ki home delivery”, striking a

chord with the consumers
• 2012: “Yeh hai Riston Ka time”, to build an

emotional engagement with customers
• 2013: New logo rolled out across the world.

Also new box design launched
Growth in India
Bread Battle
18%
Domino's Pizza
27% 55%
Pizza Hut
Others
SWOT Analysis
STRENGTHS WEAKNESSES
• High brand recall • Franchise dependent operations

• Fantastic network • Low staff retention
• Quick service & simple menu • Lesser number of eateries
• Low Price
OPPORTUNITIES THREATS
• Growing Indian market & • Direct and indirect competition

increasing income • Changing consumer eating habits
• Scope for deeper penetration • Inflation
• Health conscious customers
Porter’s 5 Forces
• Its a monopolistic market, as Threat of
such entry barrier is low New • High competition from
• Several new players, local and Entrants international as well as
internal biggies coming up (3) indigenous brands
• Low differentiation of products
• Low switching cost
• Suppliers
have
numerous Supplier Buyer
options to Bargaining Rivalry (3) Bargaining
choose from Power (3) Power (3)
to continue
their business
• Consumers have numerous
choice
• Due to changing taste, its tough
to retain customers
• Home cooked food, any kind of Threat of
fast food items from a large Substitutes
variety of cuisine (3)
BCG Matrix
M
A
Taco
R Veg Pizzas
K
Zingy Parcel
E
T
G
R
O Pasta Non Veg Pizzas
W Burger Pizza Garlic Breadsticks
T
H
RELATIVE MARKET SHARE

4P’s – Product & Price
4P’s – Place & Promotion
STP
Segmentation Positioning Statement

Demographic
• Age “Domino’s Pizza is the pizza
• Gender specialist who consistently delights
• Income the customer with great taste and
choices in pizza with friendly,
Geographic courteous team members providing
• Urban prompt, safe delivery service”
• Semi-Urban
Psychographic
• Taste Targeting
• Choice
• Age: 15-45 years
• Gender: Neutral
• Income: Medium, higher income group
• Metro, Tier II, Tier III cities
• Varied tastes and food preferences
(veg & non-veg)
Recommendations

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Hungry Kya?

• 1961: James Monaghan traded

• THE THREE DOTS:

• Mission: To be the No. 1 pizza company in the world by 2020

• Vision: Exceptional people on a mission, to be the best pizza

• Second largest Pizza chain in the US; 9,000 corporate and

• Domino’s outlet in India opened in 1996

• Today, there are about 1,100 stores in India

• Jubilant Food Works Limited, a Jubilant Bhartia Group company,

• Aggressive marketing campaign

• Late 90’s: Hungry Kya

• 2003: Introduced the concept of home

• 2008: “Kushiyo ki home delivery”, striking a

• 2012: “Yeh hai Riston Ka time”, to build an

• 2013: New logo rolled out across the world.

• High brand recall • Franchise dependent operations

• Growing Indian market & • Direct and indirect competition

RELATIVE MARKET SHARE

Segmentation Positioning Statement

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