Professional Documents
Culture Documents
Domino's had a tie-up with a real estate consultant Richard Ellis to help
with locations, conduct feasibility studies, and manage the construction.
It was also looking at non-traditional outlets like large corporate offices,
railway stations, cinema halls and university campuses.
Marketing Mix
The tools available to a business to gain the reaction it is seeking
from its target market in relation to its marketing objectives
7Ps –
1. Product
2. Price
3. Promotion
4. Place
5. People
6. Process
7. Physical Environment
Traditional 4Ps extended to encompass growth of service industry
Product
Domino's sold a 12" Pizza for Rs 265. Indians are value-, not price-
sensitive.
We need to offer comeback value to our customer.
The high price was attributed to the high quality of ingredients used.
For instance, Domino's sourced its Peperoni and Jalapeno needs from
Australia and Spain respectively.
However, with competition increasing from Pizza Hut, Domino's
introduced price cuts,and discounts to attract the customers. In 1998,
Domino's introduced the Pizza Mania scheme where it offered a large
pizza for Rs.129/-.
promotion
Domino,s use advertising, sales promotion, including promotional
education, publicity, and personal selling for promoting his services.
Branding refers to the various methods of promoting the services,
place
referring to the channel by which a product or service is sold which
geographic region or industry, to which segment (young adults,
families, business people), etc. also referring to how the environment in
which the product is sold in can affect sales.
Domino's has a largest network of outlets across the world.
people
people meeting and dealing with the customers
Domino,s have large no. of trained employee for handling his customer
process
the way in which orders are handled, customers are satisfied and the
service is delivered.
Self serve
Provide home delivery facility
Physical Environment