Case Study on Dominos
We nave taken up Walt case study on Jutland Group an approach on “Domino’s Pizza Chain” a Its service relented Jubilant Footwork’s Ltd is an Indian company based in Oneida, Attar Pradesh which holds the master franchise for Domino’s Pizza in India, Nepal,Sir Lankan and Bangladesh, and also for Dunking’ Donuts in India.
The company is a part of the Jubilant Bavaria Group.
Type of company: Public Company
Traded on: BASE and NOSE
Categorize as: Restaurant Industry Founded. 16 March 1995
Headquarters: Oneida, Attar Pradesh, India Number of locations 500 + outlets
Key people: Sham S. Bavaria Lay Gaul
Revenue: (IIS$110 million)
Employees: 1 5,000 Jubilant Bavaria Group
Parent: Stepwise we will now consider the Essence of Marketing to this service company.
Functional and product
The Company was incorporated on 26 March 1995 as “Domino’s Pizza India Private Ltd” and started operations in 1996.
It subsequently changed its name to “Jubilant Footwork’s Ltd” in 2009. Jubilant Footwork’s got listed on the Indian bourse in February 2010. The company’s and Indian’s first Domino’s Pizza outlet was opened in New Delhi in 1996. The Company is the market leader in the organized pizza market with a 54% market share and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunking’ Donuts Franchising LLC, for developing the Dunking’ Donuts brand and operating restaurants in India, The master franchises for India, Nepal, Sir Lankan, and Bangladesh are currently owned by the Indian company Jubilant Footwork’s. There products offered to public are Domino’s Pizza and Dunking Donuts.
Value to the Price
Domino’s Pizza India has remained focused on levering great tasting Pizzas and sides, superior quality, exceptional guest care and value for money offerings. Also due to there pricing strategy they were able to attract more customers to there rival in market. They have came up with the strategy of pricing low cost pizza at around RSI. 50/- prior to any other supplier in their segment. As of today Domino’s have pizza price range starting from 50/- to 500/- , which gives a wide range to customers for selection.
It is worth to customer in value to price of Domino’s plaza . Inner Annihilates sun as Hung Meal Ana Plaza Manila nave Eden extremely popular with consumers looking for an affordable and value for money meal option.
Self Image and Advertising
Domino’s Pizza already has a great image and brand in food industry. There advertising with respect to Indian Market is very prominent. Domino’s believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, there brand positioning: Hey Ha Risotto Aka Time’.
Domino’s constantly strives to develop products that suit the tastes of there consumers and hence delighting them. Domino’s believes strongly in the strategy of ‘Think global and act local’.
Availability and Distribution
Domino’s India has opened up with around 500 plus outlets all over country. There primary target segment are urban consumers. They are one of the companies doing “Best use of Social Media”, they have published some of the wonderful and ideal commercial ad’s on televisions they are known for there distribution and delivery excellence.
E- Marketing, online and on-call delivery are there key aspect in distribution of there product. 5. Service and Servicing: There are one of the “Best Food Service Company’, providing a good service to there consumers is there prime motive. Staff round in there outlets are well trained to be as much as polite with customers. All quality and norms of furnishing, cleanliness are well equipped and maintained in there outlets.
Billing and time management is well organized. Jubilant Footwork’s Ltd won the award for ‘Continuous Innovation in HER Strategy at work in Sais’s Best Employer Brand Award – 2010 by World HARD Congress.
Risk Awareness and Guarantees
Jubilant group was well aware of the risk in entering this market, as already there were strong rival in this Food chain like Pizza Hut, US Pizza. But with there strong marketing strategy and servicing they have came up with roaring success in the Indian and Global Market. They have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our restaurants around the country.
Though the Idea of Free delivery in 30 miss was dropped in Global Market due to some Lawsuit filed against Domino’s harsh driving causing accidents. But in Asian Market the Guarantee of 30 min still in place with a condition “However, the guarantee is subject to a maximum liability of RSI. 300 , is applicable at he first barrier point, does not apply on bulk orders or on New Year’s Eve, Ganges festival, Christmas and Durra Poops. Domino’s claims that it does not penalize its drivers for late delivery.
Target Market Profile
Domino’s Target Market segment is and around Urban area. Moreover employees working in IT sectors are more targeted during weekdays.
8. Geographic Profile: Urbanize and developed areas are targeted more then the rural area.
Demographic Profile
Not limited to specific demographic profile, it is applicable to all caste, sex Ana age group. Domino’s provoke Don In Vega Ana Non-Vega food.
Economic Class
Salaried and working classes are more attracted, but no such barrier as the price range starts from very low also.
Behavior Profile
No Bulk buyers are here but can find loyal customers in this chain.
