CHAPTER 1: INTRODUCTION

1
 CHAPTER 1: INTRODUCTION

Haldiram’s and multinational companies like DOMINOS, Pi zza hut,, etc. 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 are 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 is the 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 this each player has its own strategy to expand consumer base.
- 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.

2
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, 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:

Country Percentage
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, Dominos 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 in the India & other
Multinational 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 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.

3
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
diner. Their streamlined production 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 insulae, 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:

Tran’s fats cause problems fats Dominos...
Tran’s fats are formed when liquid vegetable oils go through a chemical process called
hydrogenation. 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 in its fried menu items — french fries,
chicken McNuggets, Filet-O-Fish, Hash Browns and crispy chicken sandwiches with the
introduction of improved cooking oil in all of its 13,000 restaurants.
The change was supposed to be completed by February 2003. However, dominos
sencountered operational issues and the oil were not changed. An anti-trans fat group claims
that dominos deliberately allowed the public to be misled. Legal 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.

4
COMPETITORS INFORMATION:

Major players in this field:-

1. PIZZA HUT:

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 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. 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.

2. FAMILY PIZZERIA:

Family Pizzeria is in dharamkot serves the mist heavenly wood fired pizzas. Tuna fish pizza
and Napo pizza with extra cheese is really finger licking experience. The basic edge of
family pizzeria is its natural and self made base of pizza. As it is located in dauladhars
tourists are attracted to visit family pizzeria again and again. So because of its originality and
awesome taste it’s giving tough competition to Domino’s.

5
CHAPTER 2: COMPANY
PROFILE

6
 CHAPTER 2: COMPANY PROFILE

DOMINO’S PIZZA:

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, cheesesticks, and a variety of
dessert items.
Contents

In 1960, Tom Monaghan and his brother, James, purchased DomiNick'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.
Early years
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.

DOMINO’S PIZZA LOGO:

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INTERNATIONAL EXAPANSION:
On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada. That 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:
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-to-day operations of the company.A year later, the company
named David A. Brandon Chairman and Chief Executive Officer.

CURRENT ERA:
In 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 (€2.35
million) per year. As of September 2006, it has 8,238 stores which totaled 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. 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.

8
PRODUCTS:

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 and toppings. Additional entrees include pasta bread bowls and oven-baked
sandwiches. The menu offers chicken side dishes, breadsticks and salads, as well as
beverages and desserts.

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 of 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.
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 BreadBowl Pasta entree, a lightly
seasoned bread bowl baked with pasta inside,and Lava Crunch Cake dessert, composed of a
crunchy chocolate shell filled with warm fudge. Domino's promoted the item by flying in
1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center 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 pizzas. Their advertising campaign
admitted to earlier problems with the public perception of Domino's product due to issues of
taste.

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COPERATE GOVERNANCE:

Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president
of Domino's USA. Previous chief executive David Brandon, made athletic director of the
University of Michigan in January 2010, remains chairman.Among 11 executive vice
presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise
Operations and 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.

CHARITABLE ACTIVITIES:

In 2001, Domino's launched a two-year national partnership with the Make-A-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 Center and The Pentagon. Through a matching
funds program, the corporation donated $350,000 to the American Red Cross' disaster relief
effort.[6] 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 "Avoid 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.

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.

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30-MINUTE GUARANTEE:
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 Indiana woman who had been killed by a Domino's delivery driver, paying the
family $2.8 million. 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 n
hour.

SWOT ANALYSIS OF DOMINOS:

Strengths Weaknesses

 Open door policy to the press  Inflexible to changes in market trends

 CERES guidance and co-ordination &  Difficult to find and retain employees
active CSR  Drive for achieving shareholder value
 Selective supply chain strategy may counter CSR
 Rigorous food safety standards  Promote unhealthy food
 Affordable prices and high quality  Promoted CSR meat imports in error
products
 Nutritional information available on
packaging
 Decentralized yet connected system
 Innovative excellence program
 Promoting ethical conduct
 Profitable

Opportunities Threats

 Attractive & flexible employment  Fabricated stories about the quality of

 Positive environmental commitments
 Higher standards demanded from
suppliers
 Corporate Responsibility Committee
 Honest & real brand image
our chicken
 Unhealthy foods for children
 Health concerns surrounding Beef,
Poultry & Fish
 Labor exploitation in China
 CSR at the risk of profit loss
 Contributor to global warming
 Local fast food restaurants

11
 4 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.
“Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing
objectives in the target market”
- Philip Kotler
Marketing mix is a term used to describe the combination o the four inputs which constitute
the core of a company’s marketing system: the product; the price structure; the promotional
activities, and the distribution system.
Marketing mix represents the total marketing programme of a firm. It involves decisions with
regard to product, price, place and promotion. Marketing mix is a blending of decisions in the
‘4 Ps’.Four major ingredients of marketing mix are:

1. Product:
A product is any good or service that consumers want. It is a bundle of utilities or a cluster of
tangible and intangible attributes. Product component of the marketing mix involves
planning, developing and producing the right type of products and services. It deals with the
dimensions of 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 (g) Product range (h) Product testing.

2. Price:
Price 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 req. to determine the price that will enable the firm to sell its products
successfully.

3. Promotion:
Promotion component of the marketing mix is concerned with bringing products to the
knowledge of customers and persuading them to buy. It is the function of informing and
influencing the customer. Promotion mix involves decisions with respect to advertising,
personal selling and sales promotion. All these techniques 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 of two or more promotional methods. Growing competition
and widening market have made simultaneous use of more than one promotional method all
the more necessary. Combination of two or more methods in a single promotional campaign

12
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 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 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 to middle-men, use of company vehicles or both.

13
CHAPTER 3: RESEARCH
METHODOLOGY

14
 CHAPTER 3 :RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY:

1. To do customer value analysis which includes identifying the major attributes that
customer’s value in a fast food chain restaurant, assessing the quality of the different
attributes.

2. 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.

3. To identify different activities that an aggressive company like Dominos follow in order
to establish itself in a local market and increasing sales by being in customer’s mind and
heart.

4. To know the consumer perception and Preference about Dominos products.

5. The research also finds out the company on different customer value attributed and tries
to find their performance through:

SCOPE

1. My study is restricted to the respondents of cuhp students only.

2. Pizza hut and Family Pizzeria are considered for my study only.

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
A research design in which the major emphasis is on determining the frequency with which
something occurs. For example, How often users access the Internet in a given month. The
focus of descriptive research is to provide an accurate description for something that is
occurring.

15
Data Source:
In this project both primary data as well as secondary data are used.

1. PRIMARY DATA
Primary data used in this project is collected through three methods, namely, Questionnaire
method and Direct personal Interview method, OBSERVATION METHOD. All these
methods proved to be great help in getting the required information.

2. SECONDARY DATA
It is not possible to collect first hand information for each & everything so, secondary data
from various sources like Internet, websites, journals etc. Hence e has marketing mix of
Domino’s
MARKETING MIX OF DOMINO’S
1. Product Mix:
As explained earlier Product mix deals with the dimensions of product line, quality and
design of the product, its packaging, brand name, product range, etc.
In this section we will study the product mix of Dominos
Product line of Dominos includes the 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
Add-ons

Vegetarian products include: Non-Vegetarian products include:

Veg.cheese pizza Non –veg.chicken pizza
Veg.onion pizza

Beverages Desserts Add-ons

Cold coffee Soft serve cone Ice tea

Hot serves choco lava cake Shakes
Soft drinks

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.

16
2. Price Mix

Price and Pricing strategies: Price 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 price 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 policies and establish or approve decisions. The aim is to ensure that
the salespeople quote prices that are reasonable to customers and profitable to the company.
Now a day’s most companies follows buyer based pricing. They are basing their prices on the
product’s perceived value.
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. This method starts with a high price and moves the price
downward by steps until the right price is reached.

3. Place Mix(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 trade channels is to provide the products to the right customer at the right time and
place on a continuing basis.
Dominos distribution centres 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.
72 restaurants in North & East India: with
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),
Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)
2 in Rajasthan - Jaipur (2)
1 in Uttaranchal - Dehradun (1)
1 in West Bengal – Kolkata (1)
50 restaurants in West & South India:
30 in Maharashtra – Mumbai (22), Pune (7), Nasik (1)
7 in Gujarat – Ahmedabad (4), Vadodara (2), Surat (1)
6 in Karnataka – Bangalore(6)

17
4 in Andhra Pradesh – Hyderabad (4)
3 in Madhya Pradesh – Indore (3)

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, dominosIndia.
The new outlets will be a combination of highway restaurants, outlets at railway stations, at
shopping malls and cineplexes, 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 Mix
Promotion is a process of communication with the potential buyers involving information,
persuasion and influence. It includes all types of personal or impersonal communication with
customers and intermediaries.
Promotion mix refers to the combination o 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.

DATA COLLECTION TOOLS:

 Questionnaire Survey
 Books
 Internet

SAMPLE SIZE AND SAMPLE DESIGN

50 Respondents

SAMPLING TECHNIQUES

Convenient sampling

TOOLS AND TECHNIQUES

Bar diagram
Pie
Percentage method

18
.

CHAPTER 4: DATA ANALYSIS

AND
INTERPRETATION

19
 CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

Analysis of Questionnaire

Q1. Do you love Outdoor eating?

Yes No

20%

20% NO

80% YES

80%

PEOPLE LIKING/ PEOPLE PREFER PERCENTAGE

DISLIKING OUTDOOR OUTDOOR EATING
FOOD
LIKE 40 80%
DISLIKE 10 20%

INTERPRETATION:
Out of the Sample of 50, following results were obtained:

40 i.e. 80% of the people agreed that they love Outdoor eating a lot.

10 i.e. 20% of the people said that they don’t like Outdoor eating.

20
Q2. How frequently do you visit Dominos?

Once a week More than once a week once a fortnight

Once a month Less than once a month

Population

30
25
25
20
15 Population
10 8 7
5 5
5
0
Once a More than Once a Once a Less than
Week Once a Fortnight Month Once a
Week Month

INTERPRETATION:
Out of the sample of 50, following results were obtained:

 25 informants said that they visit Dominos once in a fortnight. This section of people is
50% of the total sample.
 8 informants said that they visit more than once in a week i.e. 16% of the people
surveyed.
 7 said that they visit once in a month. They are 14% of the people surveyed.
 5 persons said that they visit once a week. They are 20% of the people surveyed.
 5 people said that they visit less than once a month respectively. They are 20% of the
people surveyed.

21
Q3. Restaurants preferred by customers

Restaurant No. of persons

Preferred
Dominos 20
Pizza hut 13
Pizzeria 17

Restaurants
preferred
13
Pizza hut

17
Pizzeria

Dominos 20

0 5 10 15 20
No. of persons

INTERPRETATION:

 20 out of 50 persons surveyed preferred Dominos over any other restaurant, i.e. 40%.
 17 persons preferred Family Pizzeria, i.e. 34%.
 13 persons preferred Pizza hut , i.e. 26%

This survey conveys that there is a tough competition between Dominos, Pizza hut and
Pizzeria.

22
Q4. Rate Dominos on the following Attribute Scale:

Attribute V-Good Good Above Avg. Average Poor

Taste of food 30 12 5 2 1
Variety of food 20 25 3 1 1
General hygiene 25 19 4 2 0
Ambience/Décor 9 12 21 5 3
Value for money 6 24 15 4 1
Friendliness of peers 9 20 15 4 2
Promptness of delivery 15 20 10 2 3

35
30 V-Good
25 Good
20
Above Avg.
15
10 Average
5 Poor
0
d e or e y e rs ery
ood foo ien c n
f f é o e l iv
of y o h yg e /D r m of p de
t l
a ste ri e e ra ien c e f o ss s of
e
T Va en mb al u l in n es
G A V nd pt
ir e
F rom
P

INTERPRETATION: Out of 50 Persons being surveyed, out of 30 rating has been done.

 On the Rating Scale 30 is the highest Attribute rating for taste of food which is found
to be V. Good.
 And 25 is the highest Attribute rating which found the Variety of food to be good.
 25 is the highest Attribute rating which found the General Hygiene to be V. Good.
 21 is the highest Attribute rating which found the Ambience/Décor to be Above
Average.
 24 is the highest Attribute rating which found the Value for Money to be good.
 20 is the highest Attribute rating which found the Friendliness of Peers to be good.
 20 is the highest Attribute rating which found the Promptness of Delivery to be Good.

23
Q5. Is Dominos ambience comfortable and well provided?

Views No. of persons

Strongly Disagree 1
Disagree 1
Neither agree 7
Agree 38
Strongly Agree 3

No. of persons

45
40
35
30
25
No. of
20
15 Persons
10
5
0
Strongly Disagree Neither Agree Strongly
Disagree Agree Agree

INTERPRETATION:
Regarding the Comfort ability of Dominos,

 38 persons out of 50 surveyed agreed that its ambience is comfortable i.e. 76%
 7 persons neither agree nor disagree i.e. 14%
 3 persons strongly agreed i.e. 6%
 1 person strongly disagreed i.e. 2%
 1 person disagreed i.e. 2%%

24
Q6. Does Dominos maintain consistency in its taste and quality?

Views No. of persons

Yes 43
No 7

No. of persons

No
14%

Yes
86%

INTERPRETATION:
This question shows whether Dominos maintains consistency in taste and quality of its food
products.

86% of the persons surveyed agreed that Dominos maintains consistency in its taste and
quality while 14% disagreed

25
Q7. Are you satisfied with the prices charged by Dominos?

Views No. of persons

Very satisfied 9
Satisfied 35
Not satisfied 6

6 9
0
1
2
3

35

INTERPRETATION:

This question deals with the pricing of Dominos’ food products.

Out of 50 persons surveyed.

 35 are satisfied with the prices charged i.e. 70%

 9 are very satisfied i.e. 18% and
 6 are not satisfied i.e. 12%

26
Q8. Do you find the promotional measures adopted by Dominos effective?

Views No. of persons

Very effective 7
effective 27
Not effective 16

No. of persons

30
25
20
15 No. of persons

10
5
0
Very effective Effective Not effective

This question deals with whether the promotional measures adopted by Dominos are effective
or not.

INTERPRETATION:
Out of 50 persons being surveyed:

 7 persons find it very effective i.e. 14%

 27 persons found it effective i.e. 54%
 16 persons doesn’t find it effective i.e. 32%

27
Q9. What recommendations do you wish to suggest to Dominos?

Recommendations No. of persons

Include more variety 32
Reduce prices 6
Better advertising and promotion 5
Improve quality 7

7
0
1
5
2
3
6 4
32

This question gives out the suggestions to increase the sales.

INTERPRETATION:

Out of 50 persons surveyed:

 32 persons suggested that Dominos must include more variety i.e. 64%
 6 persons suggested to reduce prices i.e. 12%
 5 suggested to adopt better advertising and promotion measures i.e. 10% and,
 7 suggested to improve quality i.e. 14%

28
Q10. How would you describe your eating experience at Dominos?

Experience No. of Persons

Excellent 4

Very Good 17

Good 25

Poor 4

No. of persons

25

20

15

10 No. of persons

0
Excellent Very good Poor Good

This question describes the eating experience at Dominos.

INTERPRETATION:
Out of 50 persons being surveyed:

 4 describe their eating experience as excellent i.e. 8%

 17 as very good i.e. 34%
 25 as good i.e. 50% and
 4 as poor i.e. 8%

29
NODUFIPOIR[HYP9R

30
Q11. Are you satisfied with the varieties of Dominos?

Very satisfied Satisfied Not Satisfied

14% 0%

16%

VERY SATISFIED
SATISFIED
70% NOT SATISFIED

INTERPRETATION:
Out of the Sample of 50, Following results were obtained:

 70% of the people said that they were Very much satisfied with the Varieties of
Dominos.
 16% of the people said that they were only satisfied with the varieties of Dominos.
 14% of the people said that they were not at all satisfied with the varieties provided by
Dominos.

31
Q12. Are you aware of the Charity services of Dominos?

Yes No

40%
40% YES

60% NO
60%

NO OF PEOPLE Aware OF PERCENTAGE

CHARITY SERVICES

YES 20 40%

NO 30 60%

INTERPRETATION:
From the following pie chart, following information has been obtained:

 40% of the people say that they are Aware of the Charity Services provided by
Dominos and,

 60% of the people say that they are not aware of the Charity Services Provided by
Dominos.

32
CHAPTER 5: FINDINGS AND
CONCLUSION

33
 CHAPTER 5: FINDINGS AND CONCLUSION

Going through the analysis of response from the survey conducted, it is concluded that
Dominos is able to be and retain at top among all the fast food chains like pizza hut, family
pizzeria at Dharamshala region. Dominos is providing its customers good quality food
products.

Though it is not wide but its product line is quite impressive. It includes meals for both
Vegetarian and Non-Vegetarian and satisfies both sections of customers. Dominos is also
providing its customers a well provided and comfortable ambience. It has been rated as ‘very
good’ by its customers in terms of Taste and Variety of food and promptness of delivery.

Dominos maintains its consistency in taste and quality. Customers are also satisfied with its
prices and promotional and advertising activities. Prices are affordable by all and Dominos
also satisfies its customers by continuously introducing value for money offers.

Summarising all points we conclude that Dominos is growing fastly by satisfying its
customers by providing quality and maintaining consistency and also has an impressive
strategy of marketing the products in the form of Marketing Mix Elements.

34
CHAPTER 6:LIMITATIONS OF
THE STUDY

35
 CHAPTER 6: LIMITATIONS OF THE STUDY

1. The extent of the survey was Dharamshala region only. So the suggestions or arguments
given in the report may not hold true for other locations in India.

2. Questionnaire method involves some uncertainty of response. Co-operation on the part of

informants, in some cases, was difficult to presume.

3. Time constraints and the sample size chosen for the survey were 50 people only.

4. It is possible that the information supplied by the informants may be incorrect.

36
CHAPTER 7: SUGGESTIONS AND
RECOMMENDATIONS

37
 CHAPTER 7: SUGGESTIONS AND RECOMMENDATIONS
The Recommendations to Dominos is to:

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like burgers.

3. Include more promotional and advertising measures to increase its sales or to increase
its market share.

4. They should also freeze their Ice Creams at higher Temperature so that it does not get
melted so early.

5. One Thing more Dominos should start is giving Customized waiter Services instead
of Self Services.

6. The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

38
 BIBLOGRAPHY

Books referred: Marketing Research Rajesh Jain .

Websites referred:

www.wikipedia.com

www.dominos.com

www.dominossindia.com

www.emeraldlibrary.com
www.google.com

39
ANNEXURE

40
 QUESTIONNAIRE

Name: Age:

Marital Status: Occupation:

Income:

Q1. Do you love Outdoor eating?

Yes No

Q2. How frequently do you visit Dominos?

Once a week More than once a week once a fortnight

Once a month Less than once a month

Q3. Is Dominos ambience comfortable and well maintained?

Strongly disagree
Disagree
Neither agree
Agree

Q4. Does Dominos maintain consistency in its taste and quality?

Yes
No

41
Q5. Are you satisfied with the prices charged by Dominos?
Yes
NO

Q6. How would you describe your eating experience at Dominos?

Good Poor Excellent

Q7.Is dominos food hygienic?

Yes No

Q8.Are you satisfied with services provided by Dominos?

Yes No

Q9.Which option you prefer in dominos?

Dine in take away home delivery

Q10.Do you go to any other outlet also?

Yes No

Q11.If yes, then which one?

Pizza hut Pizzeria Pizza Hut Others

Q12.Have you ever called for home delivery of products from dominos?

Yes No

Q13.If yes do they have delivered their product in half an hour?

Yes No

42
43