CONTENTS
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Preface................................................................................................ Acknowledgement.......... Acknowledgement..................... ....................... ........................ ........................ ....................... .................... ......... Certificate........................................................................................... Declaration......................................................................................... 1. Introduction............... Introduction.......................... ....................... ........................ ........................ ....................... ............... .... 2. History...................................................................................... 3. Objecti ctie! sco#e and need of t$e study................... study............................... ........................ ........................ ........................ .............. %. '. (. ). -. .
10.
&esearc$ met$odology............ met$odology....................... ....................... ........................ ........................ ............ Customer satisfaction and #roduct #rofile......................... #rofile............................. .... Controersies......................................................................... *+O, analysis................ analysis............................ ....................... ....................... ........................ ...................... .......... Data analysis and inter#retation............ inter#retation........................ ........................ .................... ........ /imitations................ /imitations............................ ........................ ........................ ........................ ........................ ............... ...
indings................... indings............................... ........................ ........................ ........................ ........................ ............... ... 11. &ecommendations conclusions................. conclusions............................. ........................ ....................... ....................... ........................ .............. .. 12. A##endi............... A##endi........................... ........................ ....................... ....................... ........................ .................... ........ a4 5uestionnaire 5uestionnaire b4 6ibliogra#$y
and
1. Introduction
Type
Public
Trad Tr aded ed as Industry
78*9: DP; 78*9:
&estaurants
Founded
8#silanti!
Headquarters
Domino arms Office Park Ann Arbo r C$arter ,owns$i#!
nited *tates
Area served
+orldwide
Key people
,om
Tagline
?et t$e Door. It@s It@s Domino@s B $us$iyon $us$iyon ki $ome delieryB Hungry Hungry ya B 8e$ $ai ris$ton ka time B OH 89* +9 DID
S! Target group
Home deliery in 30 minutes else free
C$ildren and yout$ from u##er and middle class
!ositioning
6est #iEEa $ome deliering serice
!roducts
ItalianFAmerican cuisine cuisine!! PiEEa PiEEa!! #asta #asta!! c$icken wings! wings! submarine sandwic$es!! wra#s sandwic$es wra#s!! desserts
"evenue E#ployees
G1.-02 billion >*D >*D20134 20134 220!000 Dec 20134
Dominos PiEEa! Inc. Dominos4 is a #iEEa deliery com#any in t$e >nited *tates. As of =anuary 1! 2012! it o#erated t$roug$ a network of !)%2 Com#anyFowned and franc$ise stores! located in all '0 states and in more t$an )0 international markets. In addition! it o#erates 1( regional doug$ manufacturing and su##ly c$ain centers! one eui#ment and su##ly facility! one t$in crust manufacturing center and one egetable #rocessing center in t$e contiguous >nited *tates! and si doug$ manufacturing and su##ly c$ain centers outs outsid idee t$e t$e cont contig iguo uous us >nit >nited ed *tat *tates es.. ,$e ,$e Com#a Com#any ny o#er o#erat ates es its its busi busine ness ss in t$re t$reee segments: domestic stores! domestic su##ly c$ain and international. As of =anuary 1! 2012! t$e domestic stores segment was consisted of %!'13 franc$ise stores and 3% Com#anyF owned stores. Its domestic su##ly c$ain segment! w$ic$ manufactures its doug$ and t$in crust #roducts! #rocesses egetables and distributes food! eui#ment and su##lies to all of its Com#anyFowned stores and oer J of its domestic franc$ise stores. As of =anuary 1! 2012! 2012! its intern internati ationa onall segmen segmentt was consis consisted ted of %!-3' %!-3' franc$ franc$ise ise stores stores outsid outsidee t$e contiguous >nited *tates. It also manufactures doug$ and distributes food and su##lies in a limited number of t$ese markets. Dominos PiEEa currently o#erates in more t$an (0 countries across t$e globe. In India! Ajay kaul is t$e C9O of Dominos. ,$e Com#anys menu $as t$ree c$oices for #iEEa #roducts: #iEEa ty#e! #iEEa siEe and #iEEa to##ings. Its stores carry two or t$ree siEes of ,raditional HandF,ossed! Pan! 6rooklyn *tyle and Crunc$y ,$in Crust #iEEa. Its ty#ical store also offers Dominos Artisan #iEEas! Dominos American /egends #iEEas! Dominos Oen 6aked *andwic$es! Dominos 6read 6owl Pasta! boneless c$icken and wings! bread sticks! Cinna *ti! C$ocolate C$ocolate /aa Crunc$ Crunc$
Cakes! new *tuffed C$eesy 6read and CocaFCola soft drink #roducts. It also offers ot$er #roducts on a #romotional or a regional basis! suc$ as salads. ,$e Com#anys com#uteriEed management information systems are designed to im#roe o#erating o#erating efficienci efficiencies! es! #roide #roide cor#orate cor#orate management wit$ access to financial financial and marketing data. Dominos P>/*9 features include touc$ screen ordering! w$ic$ ensures accuracy and facilitates order takingB a deliery drier routing systemB administratie and re#ort re#orting ing ca#abi ca#abilit lities ies!! w$ic$ w$ic$ enable enable store store manage managers rs to focus focus on store store o#erat o#eration ionss and customer satisfaction! and online ordering ca#ability! including PiEEa ,racker and PiEEa 6uilder.
$a%&ision' #ission and values &ision •
•
7umber 1 in PiEEa 7umber 1 in Peo#le
(ission •
*ell more PiEEa! $ae more fun
&alues •
•
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•
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,reat #eo#le as you@d like to be treated. Produce t$e best for less.
).HISTO"* Early years+ In 1(0! ,om niersity.K)L ,$e deal was secured by a G'00 down #ayment! and t$e brot$ers borrowed G00 to #ay for t$e store.K-L ,$e brot$ers #lanned to s#lit t$e work $ours eenly! but =ames didn@t want to uit $is job as a fullFtime mailman to kee# u# wit$ t$e demands of t$e new business. +it$in eig$t mont$s! =ames traded $is $alf of t$e business to ,om for t$e Molkswagen 6eetle t$ey used for #iEEa delieries.K-L 6y 1('! ,om
On nited ingdom in /uton.K13L Also in 1-'! Domino@s o#ened t$eir first store in ,okyo! =a#an. 6y 1'! Domino@s $ad e#anded to 1!000 intern internati ationa onall locatio locations. ns. In 1)! 1)! Domino Domino@s @s o#ened o#ened its 1!'00t 1!'00t$ $ intern internati ationa onall locati location! on! o#ening seen stores in one day across fie continents.K1%L rom 200) to 2012! Domino@s gradually establis$ed a #resence in India wit$ at least 1!000 locations by 2012.K1'L 6y 201% t$e com#any $ad grown to (!000 international locations and was #lanning to e#and to t$e #iEEa@s birt$#lace! Italy. C9O Patrick Doyle in
In 200%! after %% years as a #riately $eld com#any! Domino@s began trading common stock on t$e 7ew 8ork *tock 9c$ange under t$e ticker symbol NDP;N.K1L Industry trade #ublication PiEEa ,oday magaEine named Domino@s PiEEa NC$ain of t$e 8earN in 2003! 2010! and 2011.K20LK21LK22L In a simultaneous celebration in =anuary 200(! Domino@s o#ened its '!000t$ >.*. store in Huntley! Illinois! and its 3!000t$ international store in Panama City! Panama making -!000 total stores for t$e system.K23L In August 200(! t$e Domino@s location in ,allag$t! Dublin! Ireland! became t$e first store in Domino@s $istory
to $it a turnoer of G3 million 2.3' million4 #er year.K2%L As of *e#tember 200(! Domino@s $as -!23- stores worldwide! w$ic$ totaled G1.% billion in gross income. Innovations In 200)! Domino@s introduced its Meterans Deliering t$e Dream franc$ising #rogram and also rolled out its online and mobile ordering sites.K10L In 200-! Domino@s introduced t$e PiEEa ,racker! an online a##lication t$at allows customers to iew t$e status of t$eir order in a simulated Nreal timeN #rogress bar.K2(L ,$e first Domino@s wit$ a dining room o#ened in *te#$enille! ,eas! giing t$e customers t$e o#tion to eit$er eat in or take t$eir #iEEa $ome. $ome. *ince *ince 200'! 200'! t$e oice of Domino Domino@s @s PiEEa@ PiEEa@ss >* #$one #$one orderin ordering g seric sericee 1F-00F 1F-00F DO
.O/0ECTI&E ' SCO!E AN NEE OF THE ST* ,$is to#ic is about analyEing t$e satisfaction of t$e consumers towards t$e serices #roided by DominoQs PiEEa India /td. It $as come t$roug$ to gie a clear cut idea to t$e market strategy! t$e ways of $ow $o w t$e marketing #attern of DominoQs PiEEa India /td is. Its main aim is to find out t$e marketing strategy and #attern of o f DominoQs PiEEa India /td. in 6$o#al and also $ow it #ro#erly acts to attract customers to its enter#rise
O23ective o- t4e study+ Our main objectie of t$is #roject is to RConsumer satisfaction in Dominos #iEEa India limitedS. ollowing are t$e some of t$e main objecties of our re#ort:
,o do t$e consumer alue analysis w$ic$ includes identifying t$e major attributes attributes t$at consumers alue in a fast food c$ain restaurant !assessing t$e uality of t$e different attributes..
,o s$ed lig$t on different different as#ects as#ects t$at a serice based based food c$ain must follow in order to increase its market s$are and for being on a continuous growt$ stream.
,o identify different different actiities actiities t$at an aggressie aggressie com#any like Dominos follow in order to establis$ itself in a local market and increasing sales by being in consumers mind and $eart.
,o know consumers #erce#tion #erce#tion and #reference about Dominos #roducts.
Scope o- t4e study+ ,$e study is eclusiely eclusiely conducted conducted for t$e consumers of DominoQs DominoQs PiEEa w$ic$ are dis#ersed in different areas of t$e 6$o#al city. As bot$ organiEational and #ersonal consumers use t$e #roduct! t$eir needs! #reference! usage $abit! #ost #urc$ases actions aryF +idely w$ic$ in turn gae t$e study a wide and large sco#e for analysis. ,$e time frame of t$is study lasted for about a mont$s
Need5purpose o- t4e study+ ,$e study $el#s DominoQs PiEEa India /td. to a##reciate t$e factors leading to consumer satisfaction. ,$e study $el#s to understand consumerQs attitude towards DominoQs. ,$e study also also $el#s DominoQs DominoQs PiEEa to obtain suggesti suggestions ons regarding regarding im#roement im#roement in t$e serices #roided.
6. "ESEA"CH (ETHOO7O8* $a%"esearc4 design+ ,$e controlling controlling #lan #lan for a marketing marketing researc$ study study in w$ic$ t$e t$e met$ods and #rocedures for collecting and analyEing t$e information is to be collected is known as &esearc$ Design or a framework or #lan for a study t$at guides t$e collection and analysis of t$e data
$2%"esearc4 #et4od 5data sources+ escriptive researc4 A researc$ design in w$ic$ t$e major em#$asis is on determining t$e freuency wit$ w$ic$ somet$ing occurs. or eam#le! $ow often users access internet in a gien mont$. ,$e focus of descri#tie researc$ is to #roide an accurate descri#tion for somet$ing t$at is occurring. ata Source+ In t$is #roject bot$ #rimary data as well as secondary data are used. P&I
5uestionnaire
*9CO7DA&8 DA,A: It is not #ossible to collect first $and information for eac$ T eeryt$ing so secondary data from arious sources like t.! internet !re#orts etc.
$c%Sa#pling+ A fine subset of t$e #o#ulation! selected from it wit$ t$e objecties of inestigating its #ro#erties is called a sam#le and t$e number of unit in t$e sam#le is known as sam#le siEe. *am#ling is a tool w$ic$ enables us to draw conclusion about t$e c$aracteristics of t$e #o#ulation after studying only t$ose subjects or items t$at are included in t$e sam#le. In sam#ling met$od only few units of t$e #o#ulation is considered. ,$e c$oice of an a##ro#riate sam#ling design is of kee#ing in iew t$e objecties and sco#e of t$e enuiry and t$e ty#e of t$e unierse to be sam#led
$i%Sa#pling tec4niques+ "ando# sa#pling+ A sa#pling+ A random sam#ling is done in suc$ a way t$at eac$ member of t$e unierse $as a c$ange of being selected! w$ic$ enables statistics #rocedures to be used under t$e result to estimate sam#ling. Non rando# sa#pling+ In t$e nonFrandom sam#ling t$e c$ance of any #articular unit in t$e #o#ulation being selected is unknown. ,$e judgments sam#ling met$od under nonF random sam#ling met$od was ado#ted for t$e study wit$ a sam#le siEe of '0 res#ondents. In t$is met$od a designed number of sam#le unit is selected deliberately or #ur#osely de#ending u#on t$e objecties of t$e enuirer so t$at only t$e im#ortant items re#resenting t$e true c$aracteristics of t$e #o#ulation are included in t$e sam#le. $ii%Area o- sa#pling9 In t$is study #rimary data #lays a ital role. ,$e #rocess of c$oosing t$e correct number of res#ondents is not$ing but sam#ling #rocedure. *am#ling area: 6$o#al city $iii%Sa#pling Si:e9 '0 is t$e number of items to be selected from t$e unierse to constitute t$e sam#le. ,$e met$od used $ere is random sam#ling and onF t$e s#ot sam#ling! w$ere t$e sam#les are selected wit$out considering any #articular uality. $iv% Sa#ple (et4od9 &andom *am#ling
$d%"esearc4 -ield+ ,$e study $as been analyEed from t$e different regions of t$e 6$o#al city. ,$e main regions sureyed are as follow: • • • •
/alg$ati 7ew market <.P nagar olar
;.CONS(E" SATISFACTION AN !"OCT !"OFI7E CONS(E" SATISFACTION Consumer satisfaction! a term freuently used in marketing! is a measure of $ow #roducts and serices su##lied by a com#any meet or sur#ass customer e#ectation. It is seen as a key #erformance indicator wit$in business and is #art of t$efour of a 6alanced *corecard. In a com#etitie market#lace w$ere businesses com#ete for custom customers! ers! custom customer er satisf satisfact action ion is seen seen as a key differ different entiat iator or and increa increasin singly gly $as become a key element of business strategy. +it$in organiEations! customer satisfaction ratings can $ae #owerful effects. ,$ey focus em#loyees on t$e im#ortance of fulfilling customersQ e#ectations. urt$ermore! w$en t$ese ratings di#! t$ey warn of #roblems t$at can affect sales and #rofitability. ,$ese metrics uantify an im#ortant dynamic. +$en a brand $as loyal customers! it gains #ositie wordFofFmout$ marketing! w$ic$ is bot$ free and $ig$ly effectie. ,$erefore! it is essential for businesses to effectiely manage customer sati satisf sfac acti tion on.. ,o be able able do t$is t$is!! firm firmss need need reli reliab able le and and re#r re#re$ e$en ensi sie e me meas asur ures es of satisf satisfact action ion.. In researc researc$in $ing g satisf satisfact action ion!! firms firms genera generally lly ask custom customers ers w$et$e w$et$err t$eir t$eir #roduct or serice $as met or eceeded e#ectations. ,$us! e#ectations area key factor be$ind satisfaction. +$en customers $ae $ig$ e#ectations and t$e reality falls s$ort! t$ey will be disa##ointed and will likely rate t$eir e#erience as less t$an satisfying. or t$is reason! a luury resort! for eam#le! mig$t receie a lower satisfaction rating t$an a budget motel een t$oug$ its facilities and serice would be deemed su#erior in absolute terms. T4e (ar
India among to# 10 markets for weekly fast food consum#tion! an online surey $as found. * being t$e eem#tion. According to an A C 7eilson study of 2-markets across t$e >*! 9uro#e and t$e Asia FPacific! carried out t$roug$ t$e internet in interiews wit$ more t$an 1%000 consumers! Asians are t$e worldQs greatest fast food fans. Percentage of adult #o#ulation eating at takeaway restaurants at least on ceeery week: Hong ong (1 J
' J
P$ili##ines '% J *inga#ore
'0 J
,$ailand
%% J
C$ina
%1 J
India
3) J
9uro#e
11 J
Among t$e international fast food c$ains and local o#erators! DominoQs emerges as t$e most #o#ular of all takeaway o#tions wit$ '%J of Americans! )'J of 9uro#eans and (%J of Asians. Dominos is most isited in Australia -%J4 C is most isited in C$ina %2J4! PiEEa $ut is most isited in India 22J4 A ty#ical fast food meal in t$e India T ot$er
,$e conce#t of readyFcooked food for sale is closely connected wit$ urban deelo#ment. In Ancient &ome cities $ad street stands t$at sold bread and wine. A fiture of 9ast Asian cities is t$e noodle s$o#. lat bread and falafelare today ubiuitous in t$e
of t$e urban #o#ulation liing in insulate! multiFstorey a#artment blocks! de#ended on food endors for muc$of t$eir meals. On 7ew 8ear@s Day 200- a study was conducted worldwide counting t$e number of fast food restaurants #er #erson. ,$e > $as claimed t$is title wit$ Australia second and t$e >nited *tates t$ird. 9ngland alone accounted for 2'J of all fast food !"O/7E(S IN THE O"8ANISATION ,rans fats caused #roblems for Dominos. ,rans fats are formed w$en liuid egetable oils go t$roug$ a c$emical #rocess called $ydrogenation. Common in a range of food #roducts biscuits! c$i#s! doug$nuts! crackers t$e $ydrogenated egetable fat is used by food #rocessors because it is solid at room tem#erature and $as a longer s$elf life. In *e#tember 2002! Dominos issued a statement announcing a significant reduction of trans fats in its fried menu items renc$ fries! c$icken *! food makers are under growing #ressure from consumer grou#s to cut t$e trans fat content in food #roducts. Advertising and sponsors4ip. sponsors4ip. In t$e 1-0s! Domino@s PiEEa was well known for its adertisements featuring t$e 7oid. 7oid. ,$at ,$at conce conce#t #t was was creat created ed by ?rou ?rou# # 2% 2%3 3 Inc. Inc. w$o w$o t$en t$en $ire $ired d +ill Minton *tudios *tudios to to
#roduce t$e teleision commercials t$at t$ey created. ,$e catc$#$rase catc$#$rase associated associated wit$ t$e commercials was NAoid t$e 7oid.N Due to a glitc$ on t$e Domino@s website! t$e com#any gae away nearly 11!000 free medium #iEEas in nited *tates after someone discoered t$e #romotion on t$e website by ty#ing in t$e word NbailoutN as t$e #romotion code and t$en s$ared it wit$ ot$ers on t$e Internet. Domino@s deactiated t$e code on t$e morning of
s#onsored CA&, CA&,@@s Doug
*$ierson
&acing! w$ic$ &acing!
was
drien
by Arie by Arie
/uyendyk an /uyendyk and d won won t$e t$e 1 10 0 Ind Indian iana#o a#olis lis '00 '00.. In 2003 2003!! Domi Domino no@s @s team teamed ed u# wit$ wit$ 7A*CA&
for
a
multiFyear
7A*CA&.NK'-L 7A*CA&.NK'-L Domino@s Domino@s
also
#artners$i#
to
become
t$e
NOfficial
s#onsored s#onsored
PiEEa
of
drier Daid
&eutimann during &eutimann during t$e 200) season in t$e 7A*CA& *#rint Cu# *eries. *eries. =9#inute guarantee *tarting in 1)3! Domino@s PiEEa $ad a guarantee t$at customers would receie t$eir #iEEas wit$in 30 minutes of #lacing an order or t$ey would receie t$e #iEEas free. ,$e guarantee was reduced to G3 off in t$e mid 1-0s. In 12! t$e com#any settled a lawsuit broug$t by t$e family of an Indiana woman w$o $ad been killed by a Domino@s deliery drier! #aying t$e family G2.- million. In anot$er 13 lawsuit! broug$t by a woman w$o was injured w$en a Domino@s deliery drier ran a red lig$t and collided wit$ $er e$icle! t$e woman was awarded nearly G-0 million! but acce#ted a #ayout of G1' million.K'L million. K'L ,$e guarantee
was dro##ed t$at same year because of t$e N#ublic #erce#tion of reckless driing and irres#onsibilityN! according to t$enFC9O ,om
₹300
G'4 and is alid for an order of less t$an % #iEEas. o#erations
countries
wit$
domino@s #iEEa:
Domino@s PiEEa currently $as locations in )3 countries. It $as its stores in '!)00 cities worldwide 2!00 international and 2!-00 in t$e >*4. Domino@s $as 10!-- stores as of t$e first uarter of 201%! wit$ ))% in t$e >! %!-( in t$e >*! and )1' in India. K(3L K(3LK(%L K(%LK('L K('L In most cases! Domino@s $as master franc$ise agreements wit$ one com#any #er country! but t$ree com#anies $ae acuired multi#le master franc$ise agreements! coering a number of countries:
•
,$e rig$ts to own! o#erate! and franc$ise branc$es of t$e c$ain in Australia in Australia!! 7ew ;ealand!! rance ;ealand rance!! 6elgium 6elgium!! t$e 7et$erlands 7et$erlands!! and
•
,$e master franc$ises for t$e > and Ireland Ireland were were #urc$ased in 13 by t$e 6ritis$ #ublicly #ublicly listed listed Domin Domino@s o@s PiEE PiEEa a ?rou# ?rou#!! w$ic$ w$ic$ acui acuired red t$e master master franc$ franc$ise ise for ?ermany in 2011 and *witEerland! /iec$tenstein /iec$tenstein!! and /uembourg /uembourg in in August 2012 by buying t$e *wiss master franc$ise $older! wit$ an o#tion to acuire t$e Austrian master franc$ise as well.K((L well.K((LK()L K()LK(-L K(-L
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,$e master master franc$ franc$ise isess for India India!! 7e#al 7e#al!! *ri /an /anka ka!! and 6anglades$ are currently currently owned by t$e Indian com#any =ubilant ood+orks. ood+orks.
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India $as become t$e largest international market for Domino@s outside its $ome market. Indian #iEEa flaors like #aneer #iEEa! c$icken tikka masala #iEEa! and k$eema do #yaEa #iEEa are selling internationally.K(3L internationally.K(3L
•
In 2013! Domino@s > and Ireland #ublis$ed a ideo s$owing a #roofFofFconce#t NDomiCo#terN! a drone drone ca#able ca#able of deliering a #iEEa.K(L #iEEa.K(L
•
,$e rig$ts to own! o#erate! and franc$ise branc$es of t$e c$ain in Paraguay Paraguay is is currently owned by ?ru#o Mierci! Mierci!K)0L K)0L o#ening o#ening t$e first restaurant in 201%.
"elation o- (cKinsey >S #odel ?it4 o#ino@s+ /et@s look at eac$ of t$e elements s#ecifically in relation wit$ Dominos •
*trategy: ,$e #lan deised to maintain and build com#etitie adantage oer t$e com#etition. DominoQs successfully $as been able to maintain t$e oer t$e years. ,$ey $ae used t$e effectie strategies to maintain t$e consistency in t$e market for t$eir surial.
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*tru *truct ctur ure: e: ,$e ,$e way way t$e t$e orga organi niEa Eati tion on is stru struct ctur ured ed and and w$o w$o re#or re#orts ts to w$om. w$om. DominoQs $as been able to maintain t$e structure and t$e disci#linary a##roac$. ,$e all t$ings t$ings are in accord accordanc ancee and t$e customer customer is gien gien a s#ecia s#eciall attent attention ion and satisfaction.
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*ystems: ,$e daily actiities and #rocedures t$at staff members engage in to get t$e job done.
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*$ared Malues: Called Nsu#er ordinate goalsN w$en t$e model was first deelo#ed! t$ese are t$e core alues of t$e com#any t$at are eidenced in t$e cor#orate culture and t$e general work et$ic.
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•
•
*tyle: ,$e style of leaders$i# ado#ted. *taff: ,$e em#loyees and t$eir general ca#abilities. *kil *kills ls:: ,$e ,$e actua actuall skil skills ls and and com#e com#ete tenci ncies es of t$e t$e em em#l #loy oyee eess work workin ing g for for t$e t$e com#any.
!"OCT !"OFI7E
. CONT"O&E"SIES
1. Offering Potentially Harmful Q?lutenFree Crusts In 2012 Come on Dominos! did you not know t$e constant bugbears of bugbears of being glutenFfree +$at was t$e #oint # oint in een offering t$is as an o#tion but t$en o#enly saying t$at as t$e bases were #re#ared net to t$e regular ones! t$at crossFcontamination could $a##en +$en t$e ot$er side of t$e glutenFbarrier is a world of ras$es! jointFac$e and all sorts of demonic gastroF#ain! its eit$er Qeat or not eat! not anyt$ing close to Reercising cautionS.
2. &e#lacing ,$eir +edges rom *omew$ere 9lse 7ow 7ow t$is t$is is t$e t$e sort sort of t$in t$ing g you you e#e e#ect ct of some some lesse lesserF rFkn know own! n! mayb maybee lesse lesserr financ financial iallyF lyFeu eui## i##ed ed outlet outletss V t$e old RIll RIll just just c$eck c$eck in t$e backS Wruns to t$e su#ermarketW routine. Howeer! on =uly 3rd 201% a loyal Dominos #iEEa maker was off down t$e local market nabbing some discount wedges to fill t$eir boes. R*u##ly and demandS you mig$t say! and alt$oug$ t$e lad s$ould be gien #ro#s for ingenuity! t$e fact t$at t$e #rice difference between some discounted wedges and w$at Dominos were selling was X3 means its still s till #retty s$ocking s $ocking V but damn d amn good business at t$e time.
3. Clarifying +$ere ,$ey +ould Delier 6ased On &ace +ee all been t$e eternal watc$Fta##ing customer after ordering and ardently staring at t$e QIn Progress screen! but w$at if you lie in a #articularly bad area w$ere t$e drier t$emseles may be #ut at risk6ack in 2000! some outlets limited t$eir driers from deliering in certain areas due to robberies and ot$er attacks in crimeF $eay neig$bour$oods! t$erefore Dominos $ad to settle on a new #olicy t$at wouldnt judge an area on a #erceied racial connotations. connotations. Courtesy of t$e 78 ,imes! Dominos Mice President ,im .*. t$at some neig$bour$oods are dangerous. +ee taken ste#s to kee# our #eo#le from being ictims of crime in t$ose #laces! and in doing so wee found ourseles being accused of discrimination.S*ince t$en Dominos must collate wit$ local law enforcement and community members to ealuate an area and ensure t$eir #iEEas get deliered as far as #ossible.
%. Haing ,o Pay Out G1.2-
'. ,$e Mideo Of ,wo 9m#loyees rom 200 ,$e two were arrested before t$ey could contaminate and ruin any more deliciouslyF baked doug$y goodness. ,$ey t$oug$t it would be funny to add certainY Qunwanted items to t$e #iEEas before #eo#le consumed t$em.Alt$oug$ Dominos would end u# waiting a full 2% $ours before res#onding #ublically! w$en t$ey finally did t$roug$ a 8outube ideo t$at fully fully e#lained t$eir #osition! all all was forgien.
>. SBOT ANA7*SIS
1.Huge #o#ular brand name and $ig$ brand loyalty 2.Hig$ number of #roducts 3.Hygenic food and uick serice %. /eader in online T mobile ordering. '. ?lobal franc$ise o#erations F more t$an 3!'00 in oer (0 countries
Strengt4
(. 9fficient and effectie su##ly c$ain management enables it maintain its goodwill and #romises.
1. Hig$ fat and $ig$ calorie food not good for $ealt$ conscious #eo#le ea
2 .ranc$ise management. 3. Hig$ staff turnoer due to lack of training and deelo#ment.
1. Im#roe efficiency efficiency and $ome deliery serice 2. Introduction of new flaour addities and #iEEa to##ings t$at are region s#ecific can be a good stride for Dominos. 3. ,$e distribution network s$ould be furt$er strengt$ened so as to ensure
Opportunity
market #enetration in t$e eisting markets at maimum o#timum. %. ?rowing #resence in emerging markets! #articularly in India! C$ina.
T4reats
1. Intensie com#etition from a fragmented number of small com#etitors. 2. C$anging consumer $abits towards $ealt$ier food c$oices.
Co#petition
1.C 2.PiEEa Hut 3.
Co#petitors
-.Pa#a =o$n@s PiEEa
.ATA ANA7*SIS AN INTE"!"ETATION 1% 7ove -or outdoor eating Particulars 7o. Of res#ondents Percentage 8es %0 -0 7o 10 20 As #er t$e data analysis! %0 res#ondents loe outdoor eating and 10 res#ondents like to dine at t$eir $omes.
Love for outdoor eating yes yes no
40 60
I7,9&P I7,9&P&9, &9,A,I A,IO7: O7: In t$e first first uesti uestion! on! we $ae $ae t$e assesse assessed d t$e outdoor outdoor eating eating #references of our res#ondents and we inter#reted t$at a majority of -0J res#ondents re#lied t$at t$ey like eating outdoors. 2. Frequency o- visit Particulars
7o. Of res#ondents
Percentage
Once a week 10
20 1%
Once a fort nig$t
'0
2'
1(
As #er t$e data analysis! 10 res#ondents isit once a week! ) isit more t$an once a week! isit once in a mont$ and 2' res#ondents res#ondents isit DominoQs once a fort nig$t.
Frequency of visit 100% 80% 80% 60% 60% 40% 40% 20% 20% 0%
frequency of visit
I7,9&P I7,9 &P&9 &9,A, ,A,IO IO7: 7: In t$is t$is uest uestio ion! n! we $ae $ae asse assess ssed ed t$e t$e fre freue uency ncy of isi isits ts to DominoQs DominoQs Outlets! Outlets! and we inter#reted inter#reted t$at a majority majority of '0J res#ondents res#ondents isit fortnig$t fortnig$t and 20J res#ondents isit once a week w$ile 1%J go t$ere after more t$an once a week and 1(J once in a mont$. 3. Cons#er !re-erence Particulars
7o. Of res#ondents
Percentage
Dominos
1)
3%
PiEEa $ut
1'
30
10
20
C
-
1(
As #er t$e data analysis analysis of uesti uestion on 3! 1) #refer DominoQ DominoQs! s! 1' res#ondents res#ondents #refer #refer PiEEa PiEEa Hut! 10 like
Pizza hut
Mc Donalds
!"#
I7,9&P I7,9&P&9, &9,A,I A,IO7: O7: In t$is t$is uesti uestion! on! we $ae $ae assesse assessed d about about t$e #refer #referenc ences es of t$e custom customers ers t$at t$at 3%J loe Dominos Dominos !30J !30J go for PiEEa PiEEa $ut w$ile w$ile only 20J #refer #refer
% . Consistency o- taste and quality Particulars
7o. Of res#ondents
Percentage
8es
%3
-(
7o
)
1%
As #er t$e data analysis! %3 res#ondents said t$ere is a consistency c onsistency of taste and uality in t$e food at DominoQs PiEEa! w$ile ) res#ondents did not agree u#on t$is.
14 yes yes no
86
I7,9&P I7,9&P&9, &9,A,I A,IO7: O7: In t$is t$is uesti uestion! on! we $ae $ae assesse assessed d about about t$e taste taste and ualit uality y consistency at DominoQs PiEEa India /imited! we inter#reted from t$e aboe data t$at -(J res#ondents res#ondents feels t$e same taste and uality uality eery time t$ey isit w$ile t$e rest 1%J said t$at t$ere is bit c$anges in taste and uality time to time. '. !ricing Satis-action Particulars 7o. Of res#ondents Percentage *atisfied 2) '% Mery satisfied 1' 30 7ot satisfied 1( As #er t$e data analysis! 2) res#ondents are satisfied wit$ its #rice! 1' are ery satisfied! and - are not satisfied wit$ t$e #ricing.
price satisfaction &rice satisfaction
0
10
20
$0
40
0
60
I7,9&P I7,9&P&9, &9,A,I A,IO7: O7: In t$is t$is uesti uestion! on! we $ae $ae assesse assessed d t$e #rice #rice satisf satisfact action ion of t$e res#ondents t$at '%J are satisfied wit$ its #rice! w$ereas 30J are ery muc$ satisfied but 1(J do not feel good about t$e #rice.
(. !ro#otional #easures: #easures: Particulars
7o. Of res#ondents
Percentage
Mery effectie
'
10
9ffectie
2'
'0
7ot effectie
20
%0
As #er t$e data analysis! ' res#ondents t$ink t$at t$e #romotional measures of DominoQs are ery effectie! 2' t$ink itQs effectie to a certain etent! w$ile 20 do not t$ink t$at t$e #romotional measures are effectie.
promotional measures 60 &romotional &romotional measures
40 20 0 very eec eecttive
eec eecti tiv ve
not eectiv tive
I7,9&P&9,A,IO7: In t$e sit$ uestion! we $ae assessed t$e effectieness of DominoQs #romotional measures. rom t$e aboe c$art! we inter#reted t$at '0Jres#ondents t$ink it was effectie w$ile %0J do not t$ink t$ink so. ). "eco##endations Particulars Incude arieties &educe #rice 6etter #romotions Im#roe uality
7o. Of res#ondents 2( 0( 0' 13 13
Percentage '2 12 10 2(
As #er t$e data analysis recommendation to DominoQs goes like t$is : res#ondents w$o need more arieties are 2(! w$o want reduction at t$e #rice are ( ! t$ose w$o feel t$at t$e #romotional strategy is not $aing t$e im#act im#act are ' and w$o desires for uality are 13.
recommendations 60 0 40 $0 20 10 0
recommendatio ns
I7,9&P&9,A,IO7: In t$is uestion! we $ae assessed t$e suggestions and feed back of t$e res#ondents about DominoQs and we inter#reted t$at a majority of '2J wants more arieties to be added to t$e menu! 12J suggests a low #rice!10J better #romotion and 2(J recommend to im#roe t$e uality of food. -.Eating -.Eating e,perience Particulars 9cellent Mery good ?ood Poor
7o. Of res#ondents 10 2' )
Percentage 1( 20 '0 1%
As #er data analysis! t$e eating e#erience of - res#ondents was ecellent! 10 was ery good! 2' good! and ) #oor.
eating experience 0 40 $0
eatin) e(&erience
20 10 0 e(cellent
very )ood
)ood
&oor
I7,9&P&9,A,IO7: In t$is uestion! we $ae assessed t$at '0J res#ondents $as a good eating e#erience! 1(J $as an ecellent e#erience and1%J res#ondents did not feel a nice e#erience t$ere. . &arieties . &arieties satis-action Particulars *atisfied Mery satisfied 7ot satisfied
7o. Of res#ondents ) 3' -
Percentage 1% )0 1(
As #er data analysis! 3' res#ondents are ery satisfied wit$ t$e arieties in t$e menu! ) are only satisfied! and - are not satisfied.
Varieties satisfaction +0 60 0 40 $0 20 10 0 satis*ed
,arieties ,arieties satisfaction
very satis*ed not satis*ed
I7,9&P&9,A,IO7: In t$is uestion! we $ae assessed t$at )0J res#ondents are ery satisfied wit$ t$e arieties in food menu! w$ile 1(J are not satisfied wit$ t$ose arieties and 1% J are satisfied 10. C4arity Particulars
7o. Of res#ondents
Percentage
8es
30
(0
7o
20
%0
As #er data analysis! 30 are aware of t$e c$arity sc$emes w$ile 20 do not know about t$e c$arity sc$emes of DominoQs.
charity yes yes no
40 60
I7,9&P&9,A,IO7: In t$is uestion we $ae assessed t$e awareness of c$arity sc$eme of DominoQs among t$e t$e res#ondents and (0J (0J result is #ositie #ositie w$ile %0J are are negatie.. 114 Hygiene
Particulars
7o. Of res#ondents
Percentage
8es
%
-
7o
1
2
As #er data analysis! analysis! % res#ondents res#ondents said t$at t$e DominoQs DominoQs Outlets are $ygienic w$ile 1 re#lied negatiely.
hygiene yes yes no
I7,9&P I7,9&P&9, &9,A,I A,IO7: O7: In t$e eleen eleent$ t$ uesti uestion! on! we $ae $ae assesse assessed d about about t$e $ygien $ygienic ic condition and we $ae inter#reted t$at -J customers are $a##y about t$e $ygiene t$ere w$ile 2J are not .
D. 7I(ITATIONS OF THE ST* *ince t$e road to im#roement is neer ending! so t$is study study also suffers from certain limitations. *ome of t$em are as follows:
*co#e of #roject is limited limited in t$e sense t$at only Dominos Dominos $as been taken for consumer researc$.
,$e
etent of t$e surey was 6$o#al only. *o t$e suggestions or arguments gien in t$e re#ort may not $old true for ot$er locations in India.
5uestionnaire met$od inoles some uncertainty of res#onse. res#onse. CoFo#eration on t$e #art of informants! in some cases! was difficult to #resume.
6ecause 6ecause
of time time constr constrain aints ts and reser reseree constr constrain aints! ts! a mi of conen conenien ientt sam#ling and judgement Probability T &andom4 sam#ling was used.
Also
because of aboe mentioned constraints! t$e sam#le siEe c$osen for t$e surey was '0 #eo#le.
It is #ossible t$at t$e information information su##lied by t$e informants informants may be incorrect.
1=.FININ8S OF THE ST*
-0J of t$e customers customers loed to dine outside outside t$eir $ome.
'0J of t$e res#ond res#ondent entss isit Domin DominoQs oQs once a fort nig$t nig$t !follow !followed ed by once once a week! once a mont$ and t$en more t$an once a week.
3%J of t$e res#on res#onden dents ts #refer #refer Domino Dominos! s! t$en t$en follow followed ed by #iEEa #iEEa $ut! $ut!
-(J of t$e customers felt t$at t$e taste and uality of t$e food at DominoQs PiEEa remains same! w$eneer t$ey isit.
''J of t$e customers are followed by t$e #ricing and less t$an 20Jare not satisfied.
11."ECO((ENATIONS AN CONC7SIONS
o
o
o
o
o
DominoQs s$ould use more aggressie marketing strategy to attract t$e customers. DominoQs s$ould introduce some new new dis$es to #ull t$e customers. DominoQs s$ould work out on on t$e ambience ambience more for satisfaction of t$e customers. DominoQs s$ould c$arge a little little less to ca#ture more market. DominoQs s$ould im#roe $is uality uality of t$e t$e #iEEas to t$e new $eig$ts.
o
DominoQs s$ould increase t$e eg #iEEa #ortfolio #ortfolio also for t$e eggies.
o
,$ey s$ould o#en more outlets in t$e oercrowded oercrowded areas.
o
DominoQs s$ould use glass tumblers tumblers instead of dis#osable one to to sere t$e customers.
o
+as$rooms s$ould s$ould be be maintained maintained #ro#erly. #ro#erly.
o
,$e #ersonnel s$ould s$ould be more #olite and well informatie.
o
DominoQs floors floors s$ould be freuently freuently cleaned.
o
6etter airFconditioning airFconditioning can be arranged in t$e t$e outlet.
o
o
reuent feedbacks s$ould be taken from t$e customers for regular im#roement. And last but not not t$e least it s$ould introduce more #ro#er Indian Indian style #iEEa to attract more I7DIA7*.
1).A!!ENI
ESTIONNAI"E Dear res#ondent! I! Akrati 6$argaa ! student of &?PM! 6$o#al is doing a #roject on RConsumer satisfaction in Dominos #iEEa #iEEa India limitedS and would be grateful to you if you could kindly coFo#erate wit$ my work for t$e betterment of my knowledge. 7ame:
ZZZZZZZZZZZZZZZZZZZZZZ
P$one no: ZZZZZZZZZZZZZZZZZZZZZZ ZZZZZZZZZZZZZZZZZZZZZZ 1. Do you you loe eating eating outdoors a48es
b4 7o
2. How freuently do you isit Dominos a4 Once a week
b4
c4Once a mont$
d4 Once a fort$ nig$t
3. +$ic$ fast food outlets do you #refer t$e most a4Dominos
b4 PiEEa Hut
c4
d4 C
%. Is t$e uality uality and taste always always t$e same in Dominos Dominos a48es
b4 7o
'. Are t$e #rices satisfactory or not a4*atisfied
b4 Mery *atisfied
c47ot *atisfied (. Are t$e #romotional efforts good enoug$ to #ull t$e customers a49ffectie
b4 Mery 9ffectie
c4 7ot 9ffectie ). +$at would you recommend to Dominos a4Include more Marieties
b4&educe Price
c46etter Promotions
d4Im#roe 5uality
-. 8our e#erience at Dominos
a49cellent
b4 Mery ?ood
c4?ood Poor . Are t$ere enoug$ arieties of food to satisfy you a4Mery *atisfied
b4 *atisfied
c4 7ot *atisfied 10. Are you aware about t$e c$arity serices done by Dominos a48es
b4 7o
11. Is t$e food at Dominos $ygienic a48es
b4 7o
/I/7IO8"A!H*
•
Obserations
•
*urey
•
7ews#a#er ,H9 9CO7O
•
+ebsites www.google.com www.dominos.co.in www.wiki#edia.in www.answers.com $ttt#:[[articles.economictimes.indiatimes.com[keyword[domino w$atculture.com www.mbaskool.com • • •
